Background
Thorpe Park turned to Big to drive awareness, create and sustain excitement, stimulate conversation and generate bookings for Thorpe Park’s latest white-??knuckle experience. So we strapped ourselves in and off we went.
Idea
We discovered that there was a large group of rollercoaster enthusiasts that already chat and speculate about the details of new rides – with names, themes and ride-??types being hot topics. Speaking to these people directly, we created an initial buzz by conjuring up a background story in the style of a movie trailer on the Thorpe Park Facebook page, teasing the audience with a glimpse of what to expect.
Through a staged approach we launched a microsite fusing social media technology, Google Maps and Street View to create a fully immersive and personalised digital experience, transporting the apocalypse to people’s homes.
Visitors to the site were encouraged to share THE SWARM with their friends for a chance to win a place on one of the first public rides. Exclusive ride footage and conspiracy theories were also ‘leaked’ to a dedicated Facebook page, keeping audiences engaged in the build up to the launch of the ride in Spring 2012.
Big results
It’d be great to show you the results and more edge-??of-??the-??seat work we’ve done for Thorpe Park in person. So if you’d like a coffee and informal chat, please contact our Client Director (he doesn’t bite): nik.ellwood@bigcommunications.co.uk