TOURNAMENT OF THRILLS by Ogilvy & Mather New York for Six Flags

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TOURNAMENT OF THRILLS

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Industry Leisure Parks
Media Promo & PR
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Dave Keener, Christine Capelli
Art Director Jorge Bache
Copywriter Cameron Fleming
Producer Kristen Ettinger
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: SIX FLAGS
Product/Service: THEME PARK
Agency: OGILVY NEW YORK
Date of First Appearance: Jul 27 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Entry URL: http://www.facebook.com/sixflags?v=app_90891003784
Group Creative Director: Bruce Henderson (Ogilvy NY)
Group Creative Director: Witold Riedel (Ogilvy NY)
Associate Creative Director: Dave Keener (Ogilvy NY)
Associate Creative Director: Christine Capelli (Ogilvy NY)
Copywriter: Cameron Fleming (Ogilvy NY)
Art Director: Jorge Bache (Ogilvy NY)
Producer: Kristen Ettinger (Ogilvy NY)
Executive Marketing Director: Aarti Thiagarajan (Ogilvy NY)
Program Director: Angela Cona (Ogilvy NY)
Program Manager: GianCarlo Pitocco (Ogilvy NY)
Program Manager: Zoe Chen (Ogilvy NY)
Media placement: Tournament Of Thrills - Facebook Application - Facebook.com - 25 May 2009
Media placement: Promotional Videos & Posts - YouTube, Twitter, Sixflags.com - May - September 2009
Media placement: Video OOH - Six Flags Theme Parks - May - September 2009

Describe the objective of the promotion.
Six Flags wanted to build its social media presence and get young fans (ages 13 - 24) excited again about the thrilling roller coasters in each of its 14 parks.

Describe how the promotion developed from concept to implementation
Fans of Six Flags are as passionate about their hometown coasters as they are about their hometown sports teams. Enter the Six Flags Tournament of Thrills, a campaign that unfolded for 15 weeks from Memorial Day to Labor Day. Every week, two Six Flags coasters went head-to-head in a bracketed tournament. The winning coaster would be named the Holy Rail. Fans could vote once per week on Facebook using a custom application. After voting, they could proclaim their support to the world and find out which coasters their friends voted for.

Describe the success of the promotion with both client and consumer including some quantifiable results
More than 54,000 unique voters cast more than 85,000 votes over the course of the tournament. The number of fans on the Six Flags page on Facebook more than doubled to 373,000. In addition to votes, the page on Facebook received over 50,000 interactions (such as comments and wall posts) from passionate fans. And like any good tournament, this one was full of ups, downs... and inversions. In the final round, a little-known wooden coaster from Montreal, Le Monstre, upset Los Angeles' X2 to be named the Holy Rail, 71% -- 29%.

Explain why the method of promotion was most relevant to the product or service
In a difficult year for the Six Flags parent company, the Tournament of Thrills helped Six Flags fans get excited again about the coasters they love. Each of the 14 Six Flags parks got time in the spotlight, as did some of the theme park chain’s most thrilling rides. Six Flags regularly posted photos, on-ride videos, quotes, and amazing facts to stoke the excitement. And local parks jumped into the fray with posters, music videos, local news coverage, and voting stations set up inside the park.