‘Tournament Of Rides’ Made Merchandise Fly Off The Shelves

Imagicaa wanted to leverage a host of their existing characters as influencers for the main TG i.e., children. People knew very little about the rides and offerings of the amusement park. They aimed to educate their audience about their rides, offerings, and other characters. They shook hands with 1702 Digital to reach and educate their audience and build their characters as influencers.

Additionally, they also wanted to increase the sale of merchandise and food & beverages through retail outlets and restaurants located inside the park which are anticipated to be the key sources of ancillary revenue for them.

The first idea was to educate the audience about the rides Imagicaa had and secondly, to convert the relevant audience into the TG (Target Group) of Imagicaa. 1702 Digital decided to leverage this interest and focus on educating the audience by declaring a fight between the rides. They chose to do so by connecting with various influencers and conducting a non-stop 10-day activity.

The tournament of rides was showcased as a different property of Imagicaa along with an entirely new logo which helped in creating a buzz on Social Media. The focus was on creating a chain of algorithms on social media channels for the brand to reach their TG, thereby maximizing the potential reach and engagements. This step led 38 people to join a featured closed group on Instagram even before the launch of the Campaign. The campaign featured a tournament between 2 teams of rides – the blue team and the red team and urged users to root for their favorite team. It had two last rounds of Semifinals and Finals before it came to the end and the best ride of Imagicaa was crowned.