Face of the Band: Frontman Oli Sykes. Lots of his female fans don't even listen to the band (or heavy music at all). Also, it isn't terribly uncommon for an attempted conversation about the band to go a little like this: "Hey, uh, you ever heard of Bring Me The Horizon?" "Oh man, I hate/lovethat guy!" That said, former guitarist Curtis Ward was pretty popular as well, probably thanks in part to being a bit of a Large Ham like Oli.
Newbie Boom: They are a case of this for metalcore, essentially providing the breakdown-loving Emo Teen crowd that would go on to fuel the entire second wave of metalcore (Especially in the UK, where metalcore never made a large impact to begin with).
Nightmare Fuel: "For Stevie Wonder's Eyes Only" aims for this with such lines as "I whispered in her ear: fear me, dear, for I am death".