Online/ Offline Media

SeaWorld is one of my favorite places. I have not had the opportunity to go since they created the Atlantis roller-coaster several years back.  SeaWorld specifically used social media to promote this campaign and had a very successful turnout, the first two weekends the coaster was open. SeaWorld targeted 20 bloggers that were classified as roller coaster enthusiasts. I think this was a brilliant idea. They made them feel like VIPs and appreciated.  By choosing to target bloggers, they chose to target people who were familiar and comfortable with the world of social media.  

Seaworld also posted a series of videos, which consisted of construction all the way to the first day the ride operated, on YouTube, and Veoh.  They made them easily accessible and easy to share and re-post.  They then shared the video with their audience of coaster lovers.  By choosing mediums that are easy to share, SeaWorld achieved word-of-mouth marketing with customers actually interested in roller-coasters for a fraction of the cost of traditional marketing methods. I believe this what made them successful at their campaign.

If I had done SeaWorld's campaign there is one thing I would have done differently. I would have offered the 20 bloggers, that were classified as VIP, the chance to ride one week before its official opening and media day. I am a strong believer in test-driving a product before purchasing it. I think if the bloggers had an opportunity to write about their experience before the ride launched it would have drawn more people to visit the park. I also believe that employees are some of the best marketers for a company. I would have had a special day for the employees to try out the new ride and have their picture taken, digitally, to share with friends, etc. This would have attracted a lot of local people. 

SeaWorld conducted surveys the first two weekends the ride was open. The survey results indicate that the ride was a success and therefore the social media campaign was a success. More people came to ride, and the campaign was the fraction of the cost of a traditional marketing campaign. 

All three campaigns engage people through social media that are actual prospective customers. In addition, they used multiple social media platforms and sought feedback through them.  They offered content that was easy to view and share with friends.  Each of the three cases had physical events to attend making all the social media come together around a central focus.  Overall, SeaWorld and the other companies leveraged several mediums in the social media world to promote and create a positive event.