We needed to give fans enough to get them excited, but hold back enough so that they wouldn’t figure out just what Thorpe Park’s new attraction was going to be.

For inspiration we looked to Hollywood and Sci-Fi / Superhero movies, where super-fans dissect trailers and teasers in forensic detail, in order to reveal the hidden meanings, messages and clues others would miss.

This online analysis often creates more buzz than the official trailers / teasers themselves.

We wanted to encourage a similar kind of discussion and speculation amongst super-fans, to build excitement and anticipation without just giving away just what Thorpe Park’s new attraction was going to be.

MindsWanted.co.uk launched in August of 2015, fronted with a looping close-up of an eye with the pupil dilating and contracting. Theming and branding weren’t reflective of the final ride - we needed to keep fans guessing.

At this stage only 4 of the site’s secret codes were live, with clues having been seeded via Thorpe Park’s social channels and eCRM subscribers.

In November of 2015, MindsWanted.co.uk was updated with a new creative look and feel to reflect the theming and branding of the final ride (details we were happy to reveal at this later stage), along with revealing Derren Brown’s involvement.

By this stage, 7 of the site’s secret codes were live, with further clues being seeded via social posts and teaser films on Thorpe Park’s social channels.

The site’s final 2 secret codes were released in the period leading up to the ride’s announcement in early 2016.

1.59M Page Views

387,000 Teaser Video Views

(pre-campaign target of 100,000)

255,000 Unique Users

158,000 Codes Used

One very happy client