Thorpe Park and UIP teamed up to create interest and awareness of the release of the film, The Grudge 2.
Key Results
The Thorpe Park website received 40,000 hits per week and offered 10 Grudge 2 goody bags up for grabs.
It was a highly successful promotional campaign specifically targeting The Grudge 2’s core audience.
Total footfall: 180,000 – 32% higher than expected!
The Promotion
For two and a half weeks in October 2006, Thorpe Park was transformed into the ultimate scare-fest for Fright Night, with an unrivalled environment for horrifying amusement and a terrifying injection of chilling and freakishly bizarre entertainment in association with the release of The Grudge 2.
Promotional activity for this partnership included a variety of activity:
Heavy POS in the Entry Dome with postcards being given out on entry to the park and mini posters given out on exit from the park.
The Grudge 2 trailer was shown on screens in the Dome and POS was also set up around the theme park for the duration of the promotion.
Thorpe Park staff dressed in Grudge 2 merchandise and actors situated around the theme park also played the characters of Kayako and Toshio from the film.
Online contests and coverage accompanied the in-park activity using free entry tickets as incentive.