Cannes Lions

Cedar Point Catch-a-Ghost

CRAMER KRASSELT, Chicago / CRAMER-KRASSELT / 2016

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Overview

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Credits

Overview

Description

Cedar Point’s "Catch-a-Ghost” program gamifies Snapchat stories in a native way, using screenshots in exchange for special Halloween event access. To rally our teen audience, we hid a ghost in the park’s story, and made screenshots into a game. The ghost only appeared for 1 second, so we challenged viewers to screenshot the ghost before it disappeared. The first 5 people to successfully catch the ghost were able to redeem this coupon for a special Halloween experience at Cedar Point.

Execution

Over a 6-week period leading up to Halloween, agency and client worked side by side to execute the program and expand their reach on a new platform. Because Snapchat was a relatively new platform for Cedar Point, we leveraged our other social channels to announce when to tune in live to our story for a chance to win. By creating excitement on our existing channels, and also using our unique Snapcode glyph to announce the program, we were able to seamlessly drive users to follow Cedar Point and engage on a new platform.

Outcome

As we sought to deepen brand engagement and affinity with our target audience, we saw nearly 150,000 unique viewers seek out our story for a chance to win, rallying their friends to play and get to our Halloween events. This led to a 233% higher engagement rate than our other social platforms, proving Snapchat to be one of the most effective ways to reach our teen audience.

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