Derren Brown's Psychological Theme Park Ride

Derren Brown launched an experiential campaign to promote the opening of his new theme park ride, which will be opening March 2016, which involved two life-sized (extremely creepy) dolls.

His new 13 minute theme park ride is said to be the first ‘immersive psychological attraction’ designed to ‘manipulate the human mind’. His method to launch this new theme park ride was to send two life-sized dolls out around London one early morning across the Northern Line on the London Underground, reportedly playing with a toy train set at Hamleys and pushing an empty antique pram along Tube platforms. 

The stunt was aimed to create a taster of what his new theme park ride will be like, and Derren Brown has said that he will be using this theme of Victorian in his work, and reflects the idea that we are “moving toward a future where theme park attractions not only give you a physical experience but also play with your mind and the concept of what is real”.

This experiential marketing campaign is creating a memory for all of the commuters that saw these dolls. Due to the appearance of the dolls of them being created as creepy Victorian dolls, which look very out of place, will create a memory in the mind of all of the commuters that see them.