With two of the most hair-raising rides ever set to open this summer, it only seems fitting that Six Flags Entertainment Corporation has extened its deal with Henkel’s göt2b brand, which is Six Flags’ “official hair styling product.”
This year, the göt2b brand will be integrated into the launch of the theme park company’s two major coaster openings—the record-breaking roller coaster, Goliath at Six Flags Great America in Gurnee, IL, and the world's tallest drop ride Zumanjaro, at Six Flags Great Adventure in Jackson, NJ. The deal includes on-site activation during media events and public openings, and various press and social media opportunities, which will leverage the "extreme" message of the göt2b brand with the parks' newest thrill rides.
Also in 2014, the göt2b brand will be the first sponsor of Six Flags' new live entertainment segments on its in-park television network, complementing the brand's existing custom-made vignettes filmed and produced by Six Flags showcasing guests, styled with göt2b products, and putting their "glued" hair gel to the test on the parks' extreme roller coasters.
The strategic partnership includes brand messaging across the Six Flags Media Networks with out-of-home signage, unique attraction integrations, digital advertising and banner placement on sixflags.com, as well as experiential and product sampling programs in the parks. Henkel will also host a national sweepstakes on the göt2b Facebook page in conjunction with their beach trippin' waving spray for a trip to Six Flags Hurricane Harbor Los Angeles this summer.
"We are extremely excited to extend our unique partnership with Henkel and the göt2b brand, and expand our relationship to reach our guests with the fun, "individual" attitude for hair," said David McKillips, senior vice president of corporate alliances for Six Flags. "We are looking forward to taking our relationship to new heights."
"Our partnership with Six Flags has allowed us to introduce the göt2b brand to millions of targeted consumers, outside of traditional media," said Kathy Alaama, vice president, Henkel North America. "Since 2007, this alliance has been a groundbreaking marketing partnership that has creatively combined non-traditional advertising, social media, special events, and integrated out-of-home programs to successfully drive awareness, market share, and sales for the youthful göt2b brand."