The roller coaster Helix is the latest addition to Swedens biggest amusement park Liseberg. It’s the greatest attraction investment ever and one of the most spectacular roller coasters in the world. Our mission was to do the launch campaign for the new roller coaster. But instead of only talking about the impressive features, we decided to focus on the one big problem: The queue. We couldn’t make it shorter, but could we make it seem shorter? We wanted to find a way to be relevant to the discerning young target audience and become a natural part of their everyday lives.

The game app was promoted directly to the target audience via screens in the queue area. The campaign was launched in peak season, when the amusement park is open every day in mid-June, and ran all the way until the park closes for the season in late October. You could practice at home, but in order to compete, you had to be in the queue. And you played against everybody else – simultaneously. The game consisted of mini-games, all based on the different elements of the new roller coaster. Every 15 minutes, the player with the highest score won. And could then use the VIP passage to skip the line. After the ride, you could log your ride to collect achievements. The app could be downloaded from App Store or Google play.

Number of rides in the roller coaster: 1100 000

Downloaded apps: 250000

Games played: 1750 000

Returning players: 72,4 %

As a side effect there where less grafitti than normal in the queue area.