Issue/Solution: Mr. Freeze Opening

Issue: It was imperative to get early “outer-market” publicity for Six Flags’ new high-tech roller coaster, named after Mr. Freeze, the Batman "villain of chillin'."

Solution: We launched a Search for “Mr. Freeze” campaign that involved locating men with the last name “Freeze” (hence: Mr. Freeze) in each outer-market city. These Mr. Freezes were invited to participate in the grand opening celebrations. Hometown news outlets were also invited to follow their local “Mr. Freeze” to Dallas/Fort Worth for the opening. Southwest Airlines employees staged special “media ready” send offs at local airports, making it a two-day news story.

Results: The largest attended press event in Six Flags Over Texas history. Roller coaster received substantial (and incremental) outer-market publicity in seven markets.

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