Agency: Neo@Ogilvy
Concept: Active User Participation
Situation Profile
Six Flags planned a big summer push to ensure it was top of mind as a summer destination.
They enlisted the services of interactive marketing agency Neo@Ogilvy to create an online rich media online campaign.
Campaign Marketing Objectives
Create an engaging online brand experience beyond SixFlags.com to drive brand affinity and awareness during the summer season
Drive sales and theme park attendance
Campaign Strategy
Targeted Reach at Scale Employed site targeting within the Google content network to reach target audience including parents and tweens
Built national and geo-targeted campaigns to target key areas where parks are located
Interactive New Format with an Extended Shelf Life Websites within websites: Using Flash, integrated multiple ad size formats.
Viral: Provided users with a takeaway that they could add to their iGoogle
pages and blogs
Long-lasting Community: Enabled content to last way beyond the ad campaign, as part of iGoogle directory.
Description
Developed creative with integrated Flash game that simulated a "Skydrifter" for for tweens with site, sound and motion. The ‘Add to Google homepage link’ was available on all screens of the gadget ad as well as a click through to the Six Flags website.
Results
Scale Delivered 94.5M impressions to 17.1M uniques across the Google content network
Engagement
0.3% of those exposed to the ad interacted with it, resulting in >200K gadget interactions
