Media plan for Six Flags Great Adventure - IPG Mediabrands Intern competition 2014.

1. Six Flags Great Adventure
Media Plan $9.4MM

2. 2013:Attendance at the theme park declined
among 12-34 year olds

3. Our Demographic

4. Kevin, 30
Jose, 18
Kelly, 40
Mary, 17

5. 47% 93% 71%of teens 12-17 own a
smartphone
of teens have
computer access
at home
of Internet users
are on Facebook
25%
of smartphone
users are on
Instagram

6. Challenge:
Increase ticket sales and market
new launches

7. Our solution?

8. Extend excitement and rebuild the
Six Flags community by creating
personal, memorable experiences
through engaging, innovative and
social platforms

9. #myviewmy6Flags

10. Plan of Action

11. Promote season passes, events, and park launches through:
Radio and TV
#myviewmy6flags
Out-of-home
Digital
Social, Mobile & Tech

12. Budget Distribution
TV
Digital
Mobile & Social
Print
Out-of-home
Radio
40%20%
25%
7%
7%
1%

13. Radio and TV

15. Out-of-Home

16. Subway 2-Sheet Poster

17. Subway and
Commuter Rail
2-Sheets

18. Digital bus shelter

19. Digital billboard

20. MetroCard

21. “ “It’s not just the number of smart
devices in use that is rising but the
number of ways those devices are
being used.
- Wave 7 Social Media Report, UM

22. Mobile, Social & Tech

23. Placed study
Facebook
Twitter
Kiip
Snapchat
Twitch (GoPro)
Digital

24. Mobile

25. Social

26. Technology

27. Digital
Hulu
Banner videos
Native ads
Facebook ads
Unlockable

28. Community Engagement

29. Contests
Push for pre-Fright Fest
engagement through
selfie trend
#FreakyFace Fright Fest contest
Six Flags Vine n’ Dine Giveaway
Looking forward to Snickers FrightFest? Prove it! Don your
freakiest face with both the #FreakyFace and #FrightFest
hastags on Twitter, Facebook, or Instagram and
become a star on our social channels! The freakiest,
spookiest, most original contortion will win FREE VIP tickets
to Frigth Fest, plus two guests free! A real #TripleThreat!
Share your scenes and be seen at Six Flags Great Ad-
venture! Impress us with your Hollywood skills and grab
some between thrills. The director of the most creative Vine
made at Six flags Great Adventure will receive three FREE
items at any of our food venues for a #triplethreat of food,
snacks, and drinks on your next visit!

30. Physics Month
May & September
Six Flags Power Pull
Mondays and Fridays in September and May, two schools visiting the park
will be chosen to compete in a Tug of War event. Go full force - the winning
team receives a free, exclusive t-shirt.
NSTA Mailer

31. Hispanic Social Reach
E! Concurso de Facebook: Un Viernes de Diversion Con Su Familia!
Sube una foto de su dia de diversión con su familia en Facebook o Instagram con la capción usando
hashtag Six Flags family fun, para ganar un viernes libre en el parque de Six Flags Gran Aventura para ti y
cinco de los miembros de su familia o amigos.
Key Insights: Family, Facebook, Fridays

32. Six Flags Cares
Ride & Recover - Hurricane Sandy Relief Week
The Bully Project
CSR Initiatives promoted through social, outside
organizations, and in-park:
While two years have passed since Hurricane Sandy hit the Northeast, the recovery is not
yet complete. To commemorate the anniversary of this devastating storm, a portion of each
Six Flags Great Adventure ticket sold in the first week of Septemeber will be donated to the
Sandy New Jersey Relief Fund - the official non-profit organization helping to rebuild and re-
vive the areas hit hardest by the storm.
Come to SixFlags and join the movement against bullying. Six Flags is about thrills and fun
for all of our visitors. Help make the world a safer and more fun place from everyone’s point
of view - let’s erase bullying forever. With each CocaCola soft drink purchase in the month
of September, a portion of the proceeds will be donated to The Bully Project. Each week, a
representative from The Bully Project will be present at the part with more information on how
you can get involved and be the change for your generation. If you take the Six Flags An-
ti-Bullying pledge, “I am not a bystander”, you will receive a pair of custom-designed shoelac-
es (in each color of the six flags) to show the world where you stand. #bullyfreelife

33. Key Promotions

34. YourView
Gold Pass Launch - a view
worth sharing
Season Pass Holders
Flag Challenge

35. Spring Break

36. Zumanjaro

38. Fright Fest

39. Flow Chart

41. Keep ‘Em Coming Back

42. Loyalty, Measurement & ROI
CRM Tactics:
Sales tracking, brand loyalty and perception research
Six Flags website and social traffic - 80% female traffic on site now - try to drive teen traffic
Display icons to social networks more prominently on main website to enhance the brand awareness
engagement throughout the year
Click-through and click-to-purchase rates & KPIs of digital media
ROI on individual initatives through Big Data analysis
Customer survey - $5 off next visit
Email marketing with current data; future out-of-home targeting and Direct Mail TBD by Placed Data
Social media - engage most profitable segments

43. We hope you
enjoyed our view