Each year, over 26 million visitors walk through the welcoming gates of Six Flags Theme Parks. Three-quarters of park-goers are in attendance with their families.

Goal

To build Six Flags brand relevance as a leader in theme park entertainment through the development of an authentic summer program targeting tween and teen males.

Challenge

Six Flags family fun positioning was not resonating with tween and teen males who were identified as an influential target audience.

Solution

With a deadline of less than three weeks, Premise was engaged. We rapidly developed an immersive action sports marketing program for Six Flags Magic Mountain that would instantly engage tween and teen males.

Immersive Execution

Premise developed an immersive campaign with a simple core concept - "Ride The Mountain at Six Flags" - an action sports entertainment program giving undiscovered athletes an opportunity to ride with top pros inside the theme park. The program kicked off with live auditions during Southern California's spring break and leveraged an online YouTube promotion to extend the reach online. Skate, Inline and BMX athletes were selected to become a part of the "Ride The Mountain Action Sports Team" and perform daily inside the theme park. Premise kept it fresh with monthly open amateur competitions judged by top action sports athletes.

We developed and managed strategic co-branded partnerships with Adio Footwear (Tony Hawk's brand) and Primedia's ASG (Action Sports Group) media publications to build street cred for the program, secure product giveaways and generate program awareness. The Premise observers network was engaged and groups of youth-led street teams distributed promotional flyers at targeted retailers and skateparks within a 100-mile radius of the park. Public relations kept the program top of mind on radio, regional weeklies and influential blog sites. A highly active social media community was built and drove word of mouth buzz through branded MySpace and YouTube pages.

And Premise created it fast; start-to-finish just 3 weeks!

Impact

Action sports continue to be one of the fastest growing and most followed lifestyles with young people. The "Ride The Mountain" program immediately resonated with the targeted demographic and their families. Thousands gathered each week, auditions were a hit, all were entertained and the positive word of mouth spread like wildfire about Six Flags doing something cool and unexpected.