SCREAM-O-TRON by Cossette Montreal for Six Flags

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SCREAM-O-TRON

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Industry Leisure Parks
Media Promo & PR
Market Canada
Agency Cossette Montreal
Copywriter Richard Villeneuve
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: 6 FLAGS/LA RONDE
Product/Service: AMUSEMENT PARK
Agency: COSSETTE
Date of First Appearance: Jun 10 2009 12:00AM
Entrant Company: COSSETTE, Montréal, CANADA
Vice President, Creative Director: Patrick Beauduin (Cossette)
Creative Director/Art Director: Antoine Bécotte (Cossette)
Copywriter: Richard Villeneuve (Cossette)
Media placement: Guerilla - Street media - 10-06-09

Describe the objective of the promotion.
Our challenge was to increase sales of season passes and day entries by 5% over the year before, thereby enhancing La Ronde's database with names of season pass holders. In addition, we had to increase La Ronde's appeal with target customers and stimulate first visits and visit frequency by showing what La Ronde has to offer.

Describe how the promotion developed from concept to implementation
An exceptional component, the “Screamotron,” made it possible to live the La Ronde experience outside of the site. This was implemented in partnership with the TV channel “Musique Plus”—the French version of MTV. Installed on a mobile platform, the “Screamotron” was a unique, sophisticated device that was specially developed for people who love to scream loud and hard. It criss-crossed the streets of the city and passersby were invited to enter the device, a giant mouth, to experience how good a powerful scream feels. Using a microphone and camera mounted to the device, everyone who experimented with the “Screamotron” was filmed. Then, consumers were invited to go to the website to appreciate their performance.

Describe the success of the promotion with both client and consumer including some quantifiable results
Two weeks after the launch of the campaign, nearly 20,000 visitors checked out the hurlotron.com website. In total, the campaign delivered 35,000 visits—over achieving the initial objectives with an index of 117.6. The campaign delivered 20% more impressions than planned – CTR % was above industry standards – Interaction rate was well above standard as well The media buzz around the “Screamotron”—with, among others, an appearance of more than ten minutes on the number one morning TV program in Quebec, Salut Bonjour!—reached an average of 2 million Canadians.

Explain why the method of promotion was most relevant to the product or service
Maximised brand visibility while getting the customer involved in a concrete and engaging experience with the product in order to create a positive word-of-mouth effect.