In anticipation of this year?s theme park season, Six Flags is teaming up with Nokia on a custom mobile application designed to enhance the park experience for Nokia Lumia owners.

While Six Flags previously had an iPhone app, it is no longer available and the theme park company does not currently offer an Android app. The new app for the Nokia Lumia app features interactive maps, video content and exclusive offers that are good at in-park locations such as retail stores, restaurants and games.

?We believe this custom app for our Six Flags guests complements the overall integrated marketing partnership Six Flags has developed with Nokia and delivers on the user-benefits that are so important for Nokia?s customers,? said Sandra Daniels, vice president of communications at Six Flags Entertainment, Grand Prairie, TX.

App is centerpiece
The two companies have teamed up for an integrated marketing and mobile development partnership to support the new Lumia 900.

In addition to the custom app, Nokia will have marketing opportunities across the Six Flags parks through its media network.

Nokia and Six Flags will also partner on national sweepstakes and retail promotions.

The app is the centerpiece of the program. The app will feature unique content for each participating Six Flags theme park, including an interactive map and information on attractions, food and shopping.

App users will also be able to access special event listings, a custom day planner and video content from Six Flags TV.

The app will also present users with exclusive benefits such as Nokia Nightly Offers, which will provide discounts each night for select in-park retail, restaurant and game locations.

Mobile strategy
Marketers interested in the mobile app space typically launch on the iPhone first because it has such a large user base, insuring that their investment reaches as many consumers as possible. 

It is an interesting move by Six Flags to introduce an app for the Nokia Lumia, whose user base is still relatively small, when it does not have an iPhone or Android app.

Nokia and Microsoft have been aggressively pushing Windows Phone as a third smartphone operating system option and are beginning to see some traction with businesses.

Verizon Wireless recently said it will invest its marketing resources in Microsoft?s Windows Phone in order to increase competition in the smartphone space (see story).

Six Flags has been active in the mobile space for several years, leveraging a variety of techniques including mobile apps and marketing.

Last June, Six Flags partnered with Ask.com for a month-long test campaign that combined location-based rewards with a mobile game (see story).

A month later, Six Flags and Dole used mobile as part of their Go Bananas After Dark multichannel campaign that promoted fruit products during summer events (see story).

Six Flags Entertainment Corp. has 19 parks across the United States, Mexico and Canada.

?We are really excited to deliver some of the park?s map navigation and key information via this mobile partnership,? Ms. Daniels said. ?For instance, guests will have our daily event schedules, ride, restaurant and retail information all a click away on their phones.?