Opportunity: (Mr.) Freeze Alert

Issue: Mr. Freeze, the new roller coaster set to open later in the spring, was not a household name. Six Flags’ new roller coaster needed the “buzz factor.”

Solution: Use three unusually cold spring days in the DFW Metroplex – with snow and temperatures below freezing – as a springboard for Mr. Freeze publicity. Knowing that Texans love to talk about the weather – especially when it snows – I created a press release stating that the three-day cold spell was thought to have been caused by a visit to the city by the sinister Mr. Freeze. The Arlington city police spokesman -- eager to help us out -- gave us a quote, saying the police felt this “villain of chillin’” was up to no good. The mayor even got into the act, also giving us a quote to use.

Results: An early morning fax to the radio stations and weathercasters was well received. Two local TV newscasts mentioned it during their weather. Several morning radio shows read the fax on-air and talked about the new roller coaster, opening later that spring.

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Several years later, I had the opportunity to repeat this stunt in Orlando, blaming a Central Florida cold spell on officials at Gaylord Palms Resort leaving the back door open overnight to its 9-degree ICE! attraction. Another golden opportunity to spread the word through "weather talk." One local editor wrote back with encouraging words: "You should enter this for some sort of PR award. I can't stop laughing!"

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