Sx Flags, the largest regional theme park company in the world, was looking to generate incremental revenue to 12 theme parks.
Objective
Generate brand awareness—specifically with working mothers within driving distance of a Six Flag theme park—and position Six Flags as family-friendly destination with entertainment offerings for all ages; increase ticket sales for both daily and season passes.
Strategy
- Leverage IB’s extensive ad network to geo-target a regional audience while localizing the campaign for maximum relevancy and efficiency
- Reach consumers where they are online – local media sites – and provide a comprehensive message without having to leave the site
- Incorporate custom sight, sound and motion elements (e.g., weather-triggered ads, homepage pushdowns, sweepstakes, video vignettes and a microsite) to immerse consumers in the Six Flags experience, while compelling them to take action through direct-response vehicles
Solution
- Comprehensive microsite: IB-produced custom microsite (“Custom Content Channel”) within the local media sites featuring IB-produced video tours of Six Flags’ parks, links to buy tickets, Win a Wii contest, tips, information, and other park-related content.
- On-site ads and integrated content including: standard display and rich media ads, video pre-roll, and Custom Content Modules on the home page and targeted vertical channels on IB network sites.
Results
- 120 million+ impressions fulfilled
- 32% overall click rate from the microsite to the Six Flags site
- 160,000 click requests for more information on Six Flags
- 23,000 entrants in the Six Flags Win a Wii contest
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