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With two of the most hair-raising rides ever set to open this summer, it only seems fitting that Six Flags Entertainment Corporation has extended its deal with Henkel’s göt2b brand, which is Six Flags’ “official hair styling product.”  

This year, göt2b 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 putting their göt2b 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 its beach trippin’ waving spray for a trip to Six Flags Hurricane Harbor Los Angeles this summer.

“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.”