Music & Games
How FECs engage with guests during the pandemic lockdown
Your guests have amazing memories and experiences with your family entertainment center and can't wait to return! Here are 15 ways to keep them engaged during the lockdown.
June 29, 2020 by Sara Paz
Is putting up a "closed" notice on your website and Facebook page really all you can do during the pandemic? Rather than be paralyzed by fear, focusing on cost-cutting, some companies are going into marketing overdrive. These attractions and family entertainment centers are not just showing they are "cleaning their venue," but actually have quite innovative ways to engage with their guests, prepare for the inevitable return of their fun-hungry, socially-starved guests. Check it out!
There are four types of campaigns you can run in your FEC or attraction: messaging campaigns, contests, promotions and stay-at-home activities.
And here are 15 examples we curated across the attractions and family entertainment center industry that'll inspire your own campaigns.
Messaging campaigns
It's a good time to reinforce what your company stands for even in the midst of crisis. Whether it's employee care, the fun you'll bring to the guests or simply that you empathize with your quarantined guests.
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Example #1: Disney Parks #VoicesFromHome campaign
An acapella performance by none other than their own stay-home employees! It was well-orchestrated, the singing in perfect harmony, it was truly a remarkable way to communicate the message Disney wants to convey during this uncertain times: "Bringing the Magic of Disney to You!"
This achieved 402,000 views 10,000 likes, 1.400 comments and 10,000 shares in just 14 hours.
Disney also started an online animation class for their bored stay-home guests #drawwithdisneyanimation.
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Example #2: Adventuredome campaign and Legoland Malaysia's message
Adventuredome "Cleaned & Ready to Welcome you Back" and Legoland Malaysia's "Break the Chain Together" message, showing they are doing their part to break the chain of virus and helping guests keep safe.
Contests
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Example #3 Resorts World Genting #ForYourEntertainment
Resorts World Genting ran a contest where audiences vote for their favorite video posted by their employees performing from home in a #StayHomeChallenge.
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Example #4: Plopsa's "Make a Virtual RollerCoaster" face and SkyZone's "Socks Dance" contest
These were particularly creative, as it incorporated the features of the venue: roller coasters and trampoline park socks. These certainly stand out more than just plain contests.
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Example #5: Legoland Dubai's "#LegolandDubai Memories" contest and Urban Air's photo hunt contest
Triggering happy memories of your guests and rewarding them was Legoland Dubai campaign focus. And Urban Air's daily spot-the-difference contest is not only "shareable" with friends, but creates "returning" visitors to their Facebook page. An awesome strategy!
Promotions
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Example #6: Big Thrill Factory's extra credits gift card promotion
This is a great strategy to generate cashflow into the business. You can come up with attractive promotions for your guests too!
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Example #7: Legoland Malaysia's "Additional 2 months for Annual Pass"
Annual pass guests feel short-changed. So Legoland Malaysia gives back all annual pass holders with an additional two months.
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Example #8: Chuck E. Cheese's takeaway promotion
Chuck E. Cheese launched an afternoon break podcast "Behind the Cheese" as entertainment for the kids at home. Songs, dancing, games. Relief for parents running out of ideas to entertain their homebound kids.
Stay Home Activities
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Example #9: Kidzania London creates puzzles, cooking recipes and more activities for their stay-home and bored fans
Kidzania partnered with a pet care association to provide an online course on pet care for their guests.
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Example #10: iPlay America's "Do Chores, Earn Points for iTickets"
This gets my vote for creativity. Get the kids to do chores and earn points to spend when your venue reopens! A great way to win points with the parents too!
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Example #11: LegoLand Florida's "30 Day Lego Challenge"
Why stop at one activity? Give them a full month's of activities to do!
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Example #12: Plopsa's "Family Fit" and SkyZone's "Morning Moves"
Getting stuck at home is putting a serious dent in people's gym routines. Run a family fitness program of your own. It works for all ages. I love these two examples.
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Example 13: Incredible Pizza's "Incredible Kids at Home" crowd-sourcing fun ideas
Why not engage your audience to share their own ideas of stay-home fun? This is an excellent piece of marketing to engage and take the opportunity to strengthen the community.
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Example #14: Toverland and Legoland Windsor's coloring book
Sending your bored guests some coloring to do is a great idea. Mix in with your mascots and other memorable things about your venue to keep your brand top of mind. It keeps them thinking about coming back to your venue straight after quarantine! Short on budget? You can easily get art work like this done on Upwork or a freelancer for a few bucks.
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Example #15: Berjaya Times Square shares their recipe
No time to create your own activity or ideas is a bad excuse. The least you can do is curate and share a recipe or activities like Berjaya Times Square. They shared a popular gourmet coffee making recipe (with tips) with their patrons who are home bound.
Take inspiration from these FECs and attractions! The time is now to engage you home bound customers. It keeps your brand top-of-mind, creates goodwill with your company, keeps the emotional connection and ensures they rush to your venue when restrictions are lifted, which is key to your businesses recovery.
Worrying your guest will be slow to come back?
Your guests have amazing memories and experiences with your family entertainment center and can't wait to return! Will your staff be ready? Will your venue be ready?
Images courtesy of Embed.
About Sara Paz
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