"the Park & Ride shoppers definitely looked different this year"
Because the Wii girlfriend was just to subtle, Alton Towers and Ultimo combined for this viral.
“Alton Towers Resort teamed up with Britains leading underwear brand, Ultimo to make sure women don’t make a boob on the rides this summer.
A group of test-riders donned a variety of Ultimo bras and were put through their paces on several rides, including Rita Queen of Speed and Spinball Whizzer, to test the durability and lift support of bras-and to make sure they were a snug fit.”
Whilst it’s an obvious viral choice for the guys, it just feels a little a little wide of the mark for the core audiences of Alton Towers and Ultimo. Yes, it will no doubt get a lot of viewers and maybe even some press but are they right viewers? Will it be the right press? We constantly work with clients to educate them about the difference between quantity and quality when it comes ot social media and this is a good example of quantity at the expense of quality. It’s much better to have lower exposure but to a more targetted audience. Neoco have delivered loads of word of mouth, viral and social media campaigns and consistently, when you look at the ROI, 1,000 qualitive targeted users are better than 50,000 quantitive broad-base users. Don’t fall for the trap of thinking high viewers/ fans/ friends = success.
Tags Alton Towers bra campaign qulaity vs quantity Ultimo underwear viral word of mouth