Challenge
fuse8 have worked with Alton Towers on a number of search optimisation and other business-driven briefs – but this time Alton Towers needed fuse8 to flex its creative muscles. The main resort website was a fine stage for people planning a park visit, but it did little to allow people to engage long-term with the brand. The client wanted to create a platform for more ‘play’ and fun with the brand as well as with some of its brand assets including characters and rides.
Solution
Timed with the opening of the park for 2011, My Alton Towers is a social site that uses Facebook Connect and an online reward program for Britain's most loved theme park. Hosting exclusive content, including games, downloads and more, and drawing on Facebook for social connectivity; interacting with the site can earn players badges and points that they can trade in for exclusive rewards.
Players’ success is then shared across Facebook with scores and league tables encouraging people to try to beat their friends.
The main game on the site at launch is a brand new skill and strategy game that promotes the parks flagship roller-coater – Th13teen. The game challenges users to escape the Dark Forest using various styles of gameplay across nine highly crafted levels. Badges are awarded for passing levels, completing the game, and exploring hidden routes within the journey.
Results
The site has only been up a few short weeks, meaning that statistical data is hard to come by, but it has been getting to really positive feedback from users across the internet;
"This Th13teen game is awesome!"
" I think this is one of the most professional websites Alton have ever published"
"The site has been launched! The site is amazing, it's very interactive!"
"Really like the concept and I hope it expands and is rolled out across the other parks as well!"
On the back of the immediate success of this game and site, fuse8 is planning to develop further web-based, social and mobile games for later in the season.