Cedar Fair Takes Mobile for a Ride to Promote Amusement Parks Across the Country

GOAL

Reach young adults and generate brand awareness around various Cedar Fair amusement parks.

SUMMARY

Smart Targeting

Cedar Fair, and their agency Yellow Submarine, created a campaign that was specifically targeted to their core demographic of teens and young adults. As part of the targeting efforts, ads were placed on connected devices that appeal to this age group, such as the Sony PSP, iPod Touch and Nintendo DS.

Eye-Catching Creative

The creative featured a rich media expandable banner, which showed a roller coaster wrapping around a young consumer. The ads also contained a direct link to the mobile site of the featured amusement park.

Location

The campaign advertised 10 different amusement parks across the country, and the creative was tweaked for each individual location. The ads were also geo-targeted at the DMA level, so each amusement park was only advertised in each park’s trade area.

RESULTS

• Clickthrough rate for the ads was 2X industry averages.
• Strong engagement for all the amusement parks included in the campaign.

“Mobile devices have become a lifeline for young adults, and reaching consumers on devices like the Sony PSP and Nintendo DS was a unique, and effective, way for my client Cedar Fair to engage this audience.“

Pete Baird, Senior Digital Strategist, Yellow Submarine