SHEDcsc unleashes the power of ABYSS

September 18 2013, 11:12 am | BY Martin Trevaskis | 1 Comment

AdventureWorld_Abyss_BLOG.jpgAfter much speculation, the name and theme of Adventure World’s new $12m world-class roller coaster has been revealed.

ABYSS is already being billed as the country’s most thrilling ride and will no doubt have adrenaline junkies queuing at the park’s gates next summer.

To launch the ride, SHEDcsc and digital partners on the campaign, Red Tiki, have worked together to create an online game that offers the winners the ultimate prize of being immortalised as ‘The Chosen Ones’ and the first to ride ABYSS at the exclusive VIP media launch.

ABYSSGame_ScreenShot_BLOG.jpgOver the next month, teams of two will be tasked with tracking down a rogue Guardian who has fled with an ancient staff in his possession. Players must solve a series of unique puzzles in order to find and capture him before he unleashes the full power of ABYSS.

At the end of each challenge, teams will earn valuable bonus points by sharing new information about the ride to as many people as possible across their social networks. The first registration phase of the game started at 00.13 this morning being Friday 13th with the game starting just after midnight a week later in the early hours of the 19th when the moon is full. The game finishes 4 weeks later on the eve of the lunar eclipse on the 18th of October.

“This has been an awesome project to be involved in,” said SHEDcsc creative director Andrew Tinning. “When can you say you last launched a $12m world class roller coaster?! It’s been a great opportunity to develop a fully integrated campaign the likes of which hasn’t been seen in this market before. Red Tiki have been brilliant to work with and it’s been great to see our initial concept come to life online in such capable and collaborative hands.”

Other campaign elements include outdoor, PR and radio. Radio will play a significant role in the campaign from now on, with a 45-sec spot driving players to sign-up and get hints to solve the puzzles from the Nova win site.

View the story video and link to The Chosen Ones website on the Nova win page.