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Six Flags, Dole go bananas with mobile campaign

Six Flags and Dole are using mobile as part of their Go Bananas After Dark multichannel campaign that promotes the fruit products during summer events.

The companies teamed up for the multichannel campaign. Dole bananas are being promoted through a variety of in-park Six Flags Media Network channels such as commercials on Six Flags television, as well as the park?s online and digital out-of-home assets.

?With this campaign Dole wanted to show the delicious application of grilled bananas ? and what better way than sampling in parks this summer,? said Bil Goldfield, communications manager at Dole.

?Our strategy is capitalize on that sampling to drive in-home consumption and Dole Mobile Club database growth for future offers,? he said.

Dole is a producer and marketer of fresh fruit and fresh vegetables.
 
Six Flags Entertainment Corp. claims to be the world's largest regional theme park company with 2010 revenue of nearly $1.0 billion and 19 parks across the United States, Mexico and Canada.

Go bananas
Park guests will be able to enjoy Dole grilled bananas topped with whipped cream at food locations in 10 Six Flags parks across North America.

Dole is promoting the partnership with special Go Bananas After Dark stickers featuring the Six Flags event microsite, a special mobile campaign and in-park Go Bananas signage.

Additionally, the campaign includes special after-hours events at Six Flags St. Louis, which will take place on Aug. 3 and La Ronde in Montreal, which will take place on July 21 and Aug. 27.

Consumers who bring a special voucher available at http://www/sixflags.com/dole and a Dole banana sticker to the Six Flags park on the event date will receive a wristband entitling them to an extra hour of in-park thrills on that night only.

?Mobile allowed us the opportunity to offer meaningful content in real time in a manner consumers were able to digest while in park that traditional print or web content would not,? Mr. Goldfield said.

Social integration
The companies are getting word out about campaign via social media, such as Facebook.
In addition, Six Flags and Dole are using the banana stickers and numerous in-park digital and print signage.

?Dole's overall initiative is to increase consumer consumption of fruit and vegetables in every environment ? whether in home or in a Six Flags park,? Mr. Goldfield said.

?Dole Fresh Fruit specifically is looking to showcase banana usages outside of breakfast and snacking and grilling as a dessert,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York