Main target group: Young people13–24 years. There’s a lot competing for their attention. Festivals, traveling, cinema and parties. But also the mobile phone. And among many young people, it is more common to use the cell phone for gaming than for calls. We wanted to show that Liseberg understand their world. An important part of the strategy was not to criticize the young target group's digital habits. We wanted to salute them. The aim of the Helix game was to be an integrated part of the experience at Liseberg and add a new social dimension to the ride.

How can we reach the target audience for a new roller coaster? Through a direct mobile campaign, we wanted to take place in people's phones and let them interact with each other. We created a new interactive and social experience: The world's first synchronized queue entertainment. But it wasn’t just entertainment, the mobile game also gave you the chance to avoid standing in line. Every 15 minutes, the player with the highest score won and could then use the VIP passage to skip the line. The game served as a direct tactical channel with the aim of creating anticipation of the ride, drive traffic to Liseberg and encourage return visits.

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.

The game was downloaded 250,000 times, 1,750,000 games were played and 72.4 % of the players returned to the game. The Helix premiere was a huge success, with over a million riders during the summer. Hundreds of thousands of people engaged in Helix game and the positive response was massive in the App Store , Google Play and other social channels. Also, several leading news media and blogs reported on the campaign. After the first day, the Helix game placed first in the App Stores free game category, and remained top ten for over two months.

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.