Agile Marketing

According to Ad Age, Six Flags is going guerilla to advertise the re-launch “Superman:  Ride of Steel,” with a new alternative reality game (ARG) touting the ride.  The re-launch comes during a trouble time for amusement centers and theme parks; studies show that the value of amusement center and theme park stock has declined 44.8% in the past year—87% for Six Flags specifically.

The “Superman:  Ride of Steel” is a bit infamous; in 1999, a rider at the Darien Lake Six Flags was thrown from the ride and nearly killed, in 2001, at the Six Flags in Agawam, 22 riders were injured in a collision between two roller coaster trains, and in 2004, also in Agawam, a rider was killed after being thrown from his seat.

While details of the advertising campaign remain closely guarded, Ad Week claims the project is being headed by Susan Bonds, head of 42 Entertainment, and veteran viral marketer of DC Comics characters and theme parks.  Bonds designed the ARG for “Dark Knight,” and handled the design and development for major attractions, themed architecture, internet entertainment projects, and proprietary rides for Walt Disney Imagineering.

By Robert Pothier