SHEDcsc and Red TIKI create successful “Chosen Ones” campaign for Adventure World

After 4 weeks of fierce competition between 909 teams of two, “EPW” were crowned The Chosen Ones. Along with second place getters The Dolls, they became the first members of the public to ride Adventure World’s new $12m world-class roller coaster ABYSS at the exclusive VIP opening function. In dollar terms, the prize was worth around $200 but in terms of bragging rights, it was priceless.

Created by SHEDcsc and digital partners on the project Red TIKI, the integrated ABYSS launch campaign has been an overwhelming success punching well above its media weight.

The game was promoted using a combination of web film-including pre-rolls, social media, TV, outdoor, experiential, radio and PR provided by Saranac with media planning and strategy by the team at Carat.

Over the campaign period, the dedicated Chosen Ones website received close to 48,000 visits with the official Adventure World receiving attracting 87,434 visits and the mobile site almost 40,000 more. The Adventure World YouTube Channel received 19,000 visits and the Vimeo channel over 8,000.

During the game period, a complimentary promotion offering tickets to Fright Nights ran on NOVA and clues to the game puzzles featured on the NOVA Win Page. Over 1,600 entries were received and more than 4,000 people visited the ABYSS section of the Win page.

Throughout the game, players earned points by solving a new puzzle every week. Valuable bonus points were gained by sharing links to the ABYSS information site that was updated each week with new details about the ride.

To earn a point for the sender, the recipient had to open the link. A total of 163,766 valid shares were counted at the end of the game.

ABYSS opened to the public last weekend during Fright Nights with sales to the event being up on previous years by over 200%.