Six Flags - Marketing Efforts

Marketing Efforts

Initially, Six Flags parks would prepare separate marketing campaigns for each park, sometimes with special themes (like the 25th anniversary of Six Flags Great America and the 35th anniversary of Six Flags Over Georgia in 2002). In 2004, Six Flags began a series of commercials linking all of the parks. The commercials were notable for a new mascot, "Mr. Six", an apparently feeble old man in a tuxedo and red bow tie. In many of the commercials, Mr. Six would slowly exit a multi-colored bus, only to start frenetically dancing to the Vengaboys' "We Like to Party". The commercials were an immediate hit and Mr. Six almost instantly became the official mascot, although he was initially retired after the 2005 season. These ads have become widely parodied on the Internet, with faces from other Internet memes being superimposed over Mr. Six's face.

From 2008 to 2010, Six Flags' TV ads have a "Fun-O-Meter" in which the beginning of the ad may show something boring or embarrassing and a man's face judges it "One Flag!" or sometimes "Two Flags!" Then roller coasters and attractions of Six Flags are shown and says "Six Flags, More Flags, More Fun!" for Six Flags parks. However, the thick accent of the Asian man in the original commercials had drawn criticism for being an offensive caricature. In 2009, the Mr. Six character came back from retirement and replaced the Asian man in Six Flags' ads, still using the Fun-O-Meter. Since 2011, Six Flags' TV ads got a brand-new slogan "Go Big! Go Six Flags!" for its current Six Flags theme parks.

Six Flags has licensed its name and its theme park creations to other companies, who have used these assets to create licensed products. One such example is the theme park simulation game Roller Coaster Tycoon 2, which featured recreations of Six Flags parks and rides that could be expanded and operated at the player's discretion. Six Flags has also partnered with Brash Entertainment to create a video game called Six Flags Fun Park. It allows the player to explore the themed areas and mini-games representative of a visit to a Six Flags park. In the game, players are tasked with quests that encourage them to explore the park's universe. After creating a unique custom character, Six Flags Fun Park patrons can win prizes, and compete with other players in 40 mini-games. Although the video game is called Six Flags Fun Park, it lacks any major reference of Six Flags. This caused some to speculate that the video game was created then the rights to the name of the game were sold as a way to pay for the game's development.

In recent years, Six Flags has created strategic partnerships with other companies who would feature their products inside the parks. On March 30, 2006, Six Flags announced that it will sell no other pizza besides Papa John's at its parks. In turn, Six Flags will receive an annual sponsorship and promotional opportunities from Papa John's, though financial details of the deal have not been disclosed. However, in the 2011 season, it was replaced by another pizza brand. Other recent partners have included Cold Stone Creamery, Johnny Rockets, Tyson Foods (chicken), Chrysler, and Nintendo, which added testing stations in several parks to show off its Wii console.

In late 2010, Six Flags began the process of removing licensed theming from attractions. They terminated licenses with Thomas the Tank Engine, The Wiggles, Tony Hawk, Evel Knievel, and Terminator.