Alton Towers launches Minecraft Meet the Mobs summer event with Smoking Gun

Alton Towers Resort is bringing Minecraft to the park for the first time with a one-off pop-up event this summer, and Smoking Gun, the Manchester agency specialising in PR, influencer and social media, is running the campaign.

‘Minecraft Meet the Mobs’ is the first trail of its type in the UK. Guests can find new ‘baby Mobs’ placed in six Minecraft-themed scenes around the park. A similar experience opens in Italy on the same day, 18 July.

Between 18 July and 28 August, families visiting the resort can:

• Meet Minecraft Mobs in person through costume character appearances around the park

• Finish the Meet the Mobs trail and stamp a game card to unlock a digital surprise

• Experience Minecraft in real life, with the event included in standard park admission

In the Minecraft games, ‘Mobs’ are living creatures that move, interact with their surroundings and may be hostile, neutral or passive. With 350 million copies sold, Minecraft holds the title of the best-selling video game ever.

The resort is including the experience in the regular admission price. Guests who complete the trail earn an exclusive downloadable in-game reward, which in the UK can only be unlocked at Alton Towers Resort.

There are photo opportunities with the official costume characters Creeper, Chicken Jockey and Iron Golem, plus puppets of baby pandas, wolf pups, yellow axolotls, goats, pigs, chicks and more.

To round off the theme, snack stands will sell Minecraft-inspired TNT popcorn and ice lollies, and new exclusive Minecraft merchandise will be on sale throughout the event as a keepsake of the day.

Alton Towers Resort vice president Howard Ebison said: “Minecraft is loved by families around the world, and this summer we’re bringing that sense of play and discovery into our park.”

He added: “Minecraft Meet the Mobs is set to delight our guests with interactive moments across the park, an opportunity to unlock exclusive in-game rewards, enjoy themed treats and plenty of surprises along the way. We are proud to offer this unique Minecraft event for our guests joining us over the summer, all within their price of admission to Alton Towers Resort.”