Six Feats, six flags, 10 theme parks. Delivering a mobile scavenger hunt for Paramount USA
Paramount Pictures wanted to support the launch of the gargantuan feature Hercules, partnering with Six Flags theme parks in ten locations across the continental USA.
The film sees Dwayne 'The Rock' Johnson, as the eponymous hero, challenged with achieving his mythic twelve feats. Our challenge was to create an epic engagement for an audience on their big day out as they navigated the multiple rides of each park, providing them with fun challenges they could share with their friends.
In keeping with the storyline of the film and the mythic adventure of Ancient Greece, we created a mobile challenge of epic proportions for users to win a 60" HDTV.
Using mobile web with social interactions we gave gameplayers a treasure hunt localised to each of the ten park locations. Keys words were assigned to each of the rides, and a challenge set to complete all six 'feats' and share a picture on site with a standee of 'The Rock' himself.
The lines can be long in summer at Six Flags parks so the opportunity for distraction, fun and to win a huge HDTV proved highly popular.
While Hercules the movie was expected to do much of its business outside the continental US, ticket sales were higher than anticipated taking the movie to #2 in the box office on its opening weekend, grossing $30m. Meanwhile, fans in their thousands enjoyed the mobile gameplay and shared their epic feats on social media channels.
Users accomplished the mythical six feats across the parks and shared them socially
Tracking the #sixfeats tag and seeing park-goers posing with Hercules was fantastic
Tracking the #sixfeats tag and seeing park-goers posing with hercules was fantastic, and a near-instant payoff.