Generating Buzz and Building Buzzworthy Media Events

Transcription

1 Generating Buzz and Building Buzzworthy Media Events

2 INTERNATIONAL ASSOCIATION OF AMUSEMENT PARKS AND ATTRACTIONS WEBINAR DISCLAIMER IAAPA makes no representations or warranties about the accuracy or suitability of any information in the webinars and related materials; all such content is provided on an as is basis. IAAPA HEREBY DISCLAIMS ALL WARRANTIES REGARDING THE CONTENTS OF THESE MATERIALS, INCLUDING WITHOUT LIMITATION ALL WARRANTIES OF TITLE, NON-INFRINGEMENT, MERCHANTABILITY, AND FITNESS FOR A PARTICULAR PURPOSE. IAAPA hereby disclaims all liability for any claims, losses, or damages in connection with use or application of these materials. IAAPA does not guarantee, warrant, or endorse the products or services of any firm, organization, or person. The information contained in these webinars and related materials has been prepared, compiled, or provided by IAAPA as a service to its members and is not intended to constitute legal advice or the rendering of legal, consulting, or other professional services of any kind. Users of these materials should not in any manner rely upon or construe the information or resource materials in these materials as legal, or other professional advice and should not act or fail to act based upon the information in these materials without seeking the services of a competent legal or other professional.

3 Generating Buzz and Building Buzzworthy Media Events Debbie Vanskike Marketing & PR San Antonio Zoo Tim O Brien VP Publishing & Communications Ripley s Believe It or Not!

4 Generating Buzz and Building Buzzworthy Media Events Sandra Daniels VP Corporate Communications Six Flags Entertainment John Nicoletti VP Communication The Disneyland Resort

5 Reaching For The Unusual!

6 Reaching For The Unusual!

7 Reaching For The Unusual!

8 Reaching For The Unusual!

9 Walking a tightrope with Nic Wallenda!

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12 Walking a tightrope with Nic Wallenda! Odditorium

13 Walking a tightrope with Nic Wallenda!

14 Generating Buzz/Building Buzzworthy Media Events SANDRA DANIELS VP, Corporate Communications Six Flags Entertainment Grand Prairie, TX

15 The Great Escape Alpine Freefalls Launch

16 Great Escape Games Concept: With the Nordic theme of Alpine Freefalls and 2012 Summer Olympics, the rationale behind our Media Preview was to invite members of the media to participate in our Great Escape Games by competing on Twisted Racer. All proceeds went to the charity of their choice.

17 Great Escape Games Training Videos: TV personality participants were secured for a series of training videos featuring participants doing simple training on set at the direction of our Timbertown characters in preparation for their debut at The Great Escape Games. Videos were used by the stations in newscasts and on social media as well. Participating Media: YNN Capital Region News 9 WNYT Newschannel 13 NBC WXXA FOX23News Albany WRGB CBS News 6

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19 Media Competition

20 Great Escape Games

21 Great Escape Games Media Coverage 24 TV, radio and print outlets on-air and on site 2 live radio broadcasts 5 Print Articles 5 Radio Station Coverage 12 Online Articles and Mentions 19 TV Broadcast Coverage 41 Total Hits $45, Total Value 2,796,654 Total Impressions

22 Tiny the Spider Six Flags Great America

23 Tiny s Missing Facebook Postings 101,325 people saw this post 87,019 people saw this post

24 Tiny s Obituary on Facebook 102,001 people saw this post

25 Tiny s Obituary Print Coverage Chicago Tribune Daily Herald Front Page Lake County News Sun Total Value - $3,000

26 Tiny s Funeral Online Coverage Lake County News Sun ABC Chicago Website local&id= CBS Chicago Website Plus several smaller sites And blogs Total Value - $2,350

27 Six Flags St. Louis Mr. Freeze Launch In 2012 we introduced a new twist to one of the parks most popular roller coasters, Mr. Freeze: The Coolest Coaster on the Planet. While the structure itself was not new, by simply turning the cars around and launching the ride in reverse it created entirely new experience. The decision was made to treat the introduction as new capital and Mr. Freeze: Reverse Blast was born. Knowing that the re-introduction of an existing ride would need to be very unique, we partnered with St. Louis Cardinal and World Series MVP, David Freese. Freese had become a hometown hero who gained much attention for his performance in the 2011 World Series. He was utilized to announce the ride, launch the ride and to bring attention to it again later in the season with a sustaining event. Each event was also tied in to a local charity that he supported.

28 Public Relations Social Media Facebook, Twitter, and YouTube were all utilized in announcing the ride and creating buzz by sending out statuses as teasers and posting videos of David Freese promoting the ride. Teasers were done from October 2011 through March 22, 2012 when we made our announcement, and posts reminding guests of the ride continued after throughout the season. These stats sum up how effective our social media was through Facebook alone: million impressions - engaged 69,475 fans, - received 14,290 likes These numbers are solely from posts relating to Mr. Freeze: Reverse Blast.

29 Public Relations Coverage Media Day

30 Tell a story paint a picture Real, Relevant, Visual + Fun/Unique = BUZZ Positioning is key; how we position our message determines how it s received by guests and covered by media Integration eblasts, social media posts, press releases all touch points should be in sync Leverage, leverage, leverage; draw the viewer in and take them along for the ride

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32 BACKGROUND In 2001, Disney California Adventure opened as the second park at Disneyland Resort. Guests feedback told they wanted more family entertainment, more immersive experiences and finally, more Disney storytelling and more Walt Disney Media were skeptical and hyper-critical 2007: Expansion of Disney California Adventure announced 2010 World of Color Nighttime water spectacular 2011 Little Mermaid Classic ride based on popular film 2012 Cars Land 12acres based on the movie Cars Buena Vista St. New, immersive entryway

33 3 MAJOR ATTRACTIONS & NEW ENTRYWAY Cars Land World of Color Little Mermaid Buena Vista Street (New Entryway)

34 CHALLENGES Expansion/re-direction walls Guests were visiting and paying a full ticket price Emergence of social media/fan sites Media focused on negatives

35 FACTS Uncharted waters never before rebuilt a park while still fully operational Expansion was done in front of guests no hiding it Do not scare guests away BUT WAIT WE RE NOT DONE!!!

36 WORK BEGINS

37 PA & PR COLLABORATION Regular integration meetings determined timing weeks ahead More than 100 roadshow presentations Offsite Disney teams Hotels DTD partners Neighboring cities/elected officials Business and community groups OC Family and OC Metro wraps Brainstorming to determine story ideas/pitches PR, PA, SATO PR, WDI, Marketing Internal Communication was synced up (HUB, Cast TV, The Line) Commemorative issue of The Line and special issue with Walt history

38 MEDIA APPROACH Transparency & engagement was critical Educate and excite media make them feel a part of the expansion Be the source for news and updates Communicate consistently via Disney Parks Blog and other updates Leverage opportunistic moments Focus on expansion, not construction Keep looking toward What s Next

39 OUTREACH & ENGAGEMENT World of Color Expansion & Water Engage the Media and Leverage Opportunities Issue 16 million gallons of water drained from lagoon during a drought Opportunity Focus story on Governor s Award for conservation efforts Major expansion going on in the middle of the park extremely visible location Invite media for behind-the-scenes Mickey & Goofy fill lagoon Make it fun July 16, 2009 October 22, 2009

40 OUTREACH & ENGAGEMENT Issue Ongoing Expansion Stay Engaged and Be the Source for News Opportunity By late 2010, expansion had been underway for a long time. Major new projects were coming at us. We did not want media to be surprised. Media Update Create a document to update media on all ongoing and upcoming expansion details. Keep them informed and focused on expansion not walls and construction.

41 OUTREACH & ENGAGEMENT Pitching Stories Issue With so many stories, angles and media, it was important to be clear and thoughtful when developing a pitch strategy. Opportunity Brainstorm with PR, PA, Marketing and WDI partners to develop diverse story ideas and then assign to teams and then to reporters. DCA Expansion Story Pitches

42 OUTREACH & ENGAGEMENT Take Advantage of Opportunistic Moments Topping Out Ceremony Issue Opportunity In Oct. 2010, construction of Cars Land could be seen by guests and media, but they could not get behind the walls. We were told there was a Topping Out ceremony planned for mountain range. Time to leverage an opportunity and invite media. "Topping Out" a Milestone in Cars Land Development And Disney California ANAHEIM, Calif. (October 29, 2010) - The Topping Out Ceremony at Cars Land today celebrates the achievement of the construction team that is bringing the new land to life. It also marks a milestone in the overall expansion of Disney California Adventure park.

43 Takeaways Communicate internally with your staff and work together in the planning process Be creative Make it relevant Tell your story HAVE FUN!

44 Thank you for joining us! Housekeeping Announcements Participants count What s New in the Industry: IAAPA can help you generate buzz about new rides, attractions, exhibits, etc. opening for the 2013 season. information to pressoffice@iaapa.org Tools of the Trade Questions

45 Questions Debbie Vanskike San Antonio Zoo Tim O Brien Ripley s Believe It or Not! obrien@ripleys.com Sandra Daniels Six Flags Entertainment sdaniels@sftp.com John Nicoletti The Disneyland Resort John.J.Nicoletti@disney.com