Amusement franchises fly radio up the flagpole


Six Flags and Sega are both in very different ends of the amusement business – one tries to lure customers to its fun-filled geographical locations, and the other seeks to draw them no further than their own couch – but they are teaming up for a promotion and are using local radio in six Six Flags locations to drum up customer traffic. There’s also a candy maker in the mix — Snickers is a sponsor.

Sega is going to place stations all over Six Flags parks to introduce three new games — Sonic Generations, Rise of Nightmares, and The House of the Dead: OVERKILL™ – Extended Cut.

There will be various prizes, and marketing across Six Flags media platforms, and on the local level, local in-market radio will be used to generate the necessary buzz to help make the event a success.

“Six Flags and SEGA games are both synonymous with adrenaline-pumping thrills and excitement,” said Marcella Churchill, Director of Marketing at SEGA of America. “Sonic the Hedgehog has entertained the masses for over 20 years with its fast-speed fun while The House of the Dead and Rise of Nightmares are bringing over-the-top horror to the mature living rooms. We could not think of a better partnership to express these qualities.”

RBR-TVBR observation: Radio is perfect for this kind of thing – it’s affordable, and it can precisely target the right audiences. Not just anybody wants to go to an amusement park of play a video game, so the formats that reach teenagers and parents with school-age children are a perfectly efficient media vehicle for this type of promotion.