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Posts tagged “jim reid anderson

Are Social Media Influencers Good Stewards of your Brand?

You hear about them all the time, these so-called “social media influencers.” They’re people or groups with massive amounts of followers or subscribers online who get paid to appear at locations or promote products in their feeds. The hope from brands hosting them is that their popularity garners tons of positive publicity in an otherwise crowded media landscape.

This week, Six Flags Over Texas opened themselves up to a group of YouTube Influencers, hoping to drum up some good publicity and positive coverage. Sadly, it appears they got neither.

The Arlington theme park hosted YouTube celebrity “Mr. Beast” – whose real name is Jimmy Donaldson – for two days. His goals? To win every prize in the park and give $20,000 to whomever on his crew could ride a coaster the longest.

Standard YouTube fare these days.

Unfortunately, the first video featuring the park’s many, different games exposed a little secret: not all of the prizes shown at games can actually be won.

They’re referred to as “display prizes” throughout the video by employees. So while you definitely can’t win those prizes, you can definitely pay to play said game under those prizes. That just seems like false advertising to me.

That alone wasn’t a good look for the park, but 17 million or so views later, “display prizes” at Six Flags are now definitely in the public domain. Now, that’s not to say other parks or chains don’t do the same thing, but that doesn’t make it any more right to do in my humble opinion.

But that’s not the worst thing to come out of these appearances, sadly.

In the second video uploaded, Mr. Beast and Crew rode the park’s Mini Mine Train, with the promise of whoever survived the longest would win $20,000.

Good work if you can get it!

Now, if you can get past the fact that Mr. Beast is standing in the danger zone as a train is being dispatched:

Yes, you can be on a ride platform during private video shoots. But that close to a moving train?

You’ll then get to these truly jaw-dropping moments: when the team encouraged young on-lookers to toss them small food items while they were on the ride:

Now, credit given where it’s due: the team does not start the food tossing conversation – a guest did – but the influencers encouraged it.

Also, the team does acknowledge in passing that, “…we’ve started a problem,” and that it, “…probably wasn’t a great idea.”

That being said, the very next scene featured a team member openly asking if they could, “…come back with an Xbox on the next trip?”

That was immediately followed with a scene featuring another team member, holding a loose t-shirt dangerously close to the ride’s moving wheels, tossing it from the moving train to the crowd of on-lookers on the other side of the safety fence:

Note how close his hand and loose t-shirt is to the ride’s moving wheels.
Pretty sure you’re not supposed to be tossing stuff from rides to guests…

Anyone else seeing some mixed messages here in the edit? Imagine if you’re one of the channel’s younger, target audience. Does a passing warning even register with them?

What’s truly befuddling is that all of this could have been entirely prevented. It appears the park had no say in the final edit of the video – which is unfortunate. Scenes like these should have never seen the light of day, let alone be allowed to occur during filming.

In an ironic twist, while the two videos have received a combined 37 million views (and climbing), the park (actually just the Six Flags brand) received a total of *one* direct mention across both videos. Unless you recognized the park from a previous visit, you’d have to do some serious sleuthing to figure out where the heck this place is.

Consider the amount of resources that were needed to pull off these shoots and you have to ask the question, “Did the park get the most for their money?”

With all that being said, the park ended up looking like a victim and got the very raw end of the deal. Not only were they barely mentioned, they were shown featuring prizes you can’t win and had their safety rules flaunted, captured and broadcast to millions of young subscribers (the company’s core market).

Mr. Beast, on the other hand? They got two new videos, 37 million+ new views and tons more ad revenue. Is this a fair trade?

Influencer Marketing is a fast growing sector, with more and more brands leveraging it as an additional tool in their marketing toolbox. Incidents like these are a good reminder that just because someone says they have a lot of “influence,” and wants to “work” with you, doesn’t mean you should sacrifice the image or safety of your attraction to get it.

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How to Make Ride Announcements Better for Amusement Park Chains

Mako at SeaWorld San Diego

It’s that time of year again – time for park fans to begin serious speculation about what may (or may not) be coming to their favorite parks in 2020.

With SeaWorld Parks already making announcements (or teasing them) for all of their parks, Cedar Fair and Six Flags are up next to reveal what’s in the works for next season.

Mako at SeaWorld San Diego

All of the SeaWorld parks are expecting major, new additions to their facilities in 2020, including Mako at the original SeaWorld in San Diego, CA.

There seems to be two trains of thought on how to best make these announcements: by individual park or as a complete chain.

At Cedar Fair it appears the chain spreads out their announcements, usually over a two week period, so that each park receives their “day in the sun” with media coverage in their local markets.

Meanwhile at Six Flags, the chain has made it a tradition to announce every park’s newest addition in a single video, with each park sending out a release to their local media. The idea is that the single announcement carries more weight on a national level, which should translate into more traction with the national media.

But this “one day fits all” strategy does have a potential flaw: what if a park hasn’t opened their new ride from 2019? Wouldn’t that potentially kill the buzz for both?

Sadly, for the good folks at Six Flags Magic Mountain, they don’t have to imagine this scenario – they’re living it.

Since their “new for 2019” attraction, West Coast Racers, isn’t even finished being built, it’s highly likely the park will be forced to announce another new ride, without even finishing the last one they announced.

West Coast Racers at Six Flags Magic Mountain

Despite being announced in late August of 2018, West Coast Racers is still far from being complete.

Personally, I’m a fan of the spread out approach. The collective anticipation continues to build throughout the week or two you keep dropping announcements. Plus, there’s a smaller probability that your least-visited parks or smaller investments won’t be lost in the giant, one day announcement.

And if a situation like Magic Mountain’s sets up, there’s flexibility built into it to delay an announcement.

No matter the way you announce it, 2020 is setting up to be a record year for new capital investment. Let the speculation and intrigue begin!

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What do you think? Are you a fan of a “one day” or “spread out” announcement style for new rides and attractions? Let me know in the comment section below – and be sure to check us out on social media as well!


Six Flags Announces New 2014 Additions

Today’s the big day – the coordinated announcements from all of the Six Flags parks on their new for 2014 attractions!

Looks like our local park, Six Flags Discovery Kingdom, actually made out quite well, with THREE major announcements today.

For a new attraction, the park will receive, “Tsunami Soaker” a teacup ride – with a watery twist. The park was sorely lacking water rides (there’s only two) and those hot Vallejo summers will mean long lines for this fun (and interactive) attraction.

Personally, I love when family attractions get put in – it shows the park has a balance to it, rather than adding extreme thrill rides each and every year, which tend to attract the, “wrong crowds.”

Soaking water + spinning means I'll sadly have to pass on this one...

Soaking water + spinning means I’ll sadly have to pass on this one… (Photo credit: Six Flags, Inc.)

Our question – is where exactly will it go? The park isn’t exactly flush with space, so this means either a creative “shoe-in” somewhere in the park, or the removal of an older attraction.

We shall see, because we’re going to leave the speculation to those “other” sites…

In addition, the park has also announced that the popular “Cirque Dreams Splashtastic” WILL RETURN for a limited run again next season.  (Which is being overlooked by most other sites) This, combined with the addition of “Tsunami Soaker” gives families a great way to spend their day at Discovery Kingdom.

Cirque Dreams Splashtastic at Six Flags Discovery Kingdom - photo (c) 2013 Great American Thrills and Kris Rowberry

Cirque Dreams Splashtastic will return for 2014.

And in addition to all of that – a little bit of nostalgia for fans of the park when it was Marine World Africa USA…

The park is going back to being open YEAR ROUND!

Plan your trip to Six Flags Discovery Kingdom for anytime in 2014 - it's now open year-round!

Plan your trip to Six Flags Discovery Kingdom for anytime in 2014 – it’s now open year-round!

“With the region’s mild temperatures, being open all year means guests have even more opportunity to enjoy Discovery Kingdom’s wildlife and wilder rides,” said Don McCoy, park president. “In addition to our summer daily operating schedule, we will now be open on weekends year-round ― further cementing Six Flags Discovery Kingdom as the premier destination for affordable, thrilling entertainment.“

Now of course, this means seeing rides go down during that time, just like Disney does at their parks – it will be interesting to see how this new year-round operation affects, well OPERATIONS! Seasonal parks tend to struggle to keep staffing up for some reason in California, so we’ll see how this year-round push goes this time around.

Considering the move to an annual “membership” plans for season pass sales earlier this year, it’s not surprising – but still great to hear officially.

For a complete list of the new for 2014 attractions at Six Flags parks, including some truly insane record-breakers across the country – visit this link HERE.