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GREAT! Idea: Nike ‘Just Do It’ Experiential Sports Themed Trash Cans at Six Flags Over Georgia

July 26, 2010 • Atlanta, GA USA – How do you increase Sponsorship revenue for a theme park? Start with a GREAT! idea.

I am a GREAT! IDEAologist. I love thinking of ideas. Big ideas. Ideas that can generate revenue. Increase audience. Increase attendance. Increase sales. Ideas that can help make a difference.

Here is the first in a series of 12 theoretical examples of GREAT! ideation to help Six Flags Theme Parks* target to a potential Sponsor.  In a moment, the idea: first, some additional benefits for this GREAT! idea:

• Create extraordinary ‘word-of-foot’ value for Nike* brand; including pressworthy launch
• Create an experiential opportunity for Nike – without staffing!
• Turn hundreds of per-park Six Flags trash cans into mini-entertainment experiences.
• Reduce – or eliminate – trash on the ground (Reduce staff time to pick up trash.)
• Use the Six Flags employees’ t-shirt real estate for something that generates revenue; instead of: Have A (Heart), Do Your Part, Help Keep The Park Clean.
  

First, some backstory about Nike’s aggressive plans for growth:

• Nike Inc. CEO Mark Parker wants to aggressively grow Nike to a $27 billion company by 2015: a 40% increase from today – even “while Nike sales growth in the U.S. is slowing,” according to The Wall Street Journal (5/10/10). That’s an opportunity for all Six Flags Parks!
• The Six Flags theme Park audience is perfectly aligned with Nike: the world’s leading supplier of athletic shoes and apparel.

GREAT! Idea: (Concept) [Test at Six Flags Over Georgia before rolling-out to other Six Flags Theme Parks]

• Text on Trash Can: Just Do It and the Nike Swoosh.
• Nike’s Agency, Wieden+Kennedy,* designs experiential sports Interpretations added to the trash cans – and surrounding pavement:

1. Add a basketball hoop and backboard (and court)
2. Add baseball strike zone / baseball stadium motif
3. Add a football goal / stadium motif
4. Add a bowling alley motif (alley on pavement)
5. Add an archery target
6. Add a lacrosse goal / motif
7. Add track & field shot-put motif
8. Add a soccer goal / stadium motif (soccer field on pavement)
9. Add a golf putting green motif (golf green on pavement)
10. Add an ice hockey goal / hockey rink area motif
11. Add tennis net motif (tennis court on pavement)
12. Add a volleyball court motif (also court on pavement)

Plus, add a Quick Response (QR) code to each trash can that features a Nike sponsored video (e.g. licensed video clip of a great soccer goal, tennis shot, basketball shot, etc.)

Kick Off:

• Pressworthy: Nike flies-in sports stars to Six Flags Over Georgia to “shoot baskets”, “pitch baseballs” and “score goals” by tossing trash into the Just Do It / Swoosh trash cans.
• Nike Sponsors “A Walk In The Park” fundraiser … plus, kids collect Six Flags arcade game tokens as they walk by each Just Do It trash can to win Nike apparel
• All Six Flags employees t-shirts say, Just Do It with the Nike Swoosh
• All Park employees wear imprinted Nike apparel for a week: or ongoing
• Add a Niketown pop-up store to one or more Six Flags Parks

Notes:

• Guests will pick up trash – of other guests – as soon as it hits the ground so they will have “balls” to score a basket, throw a strike or score a goal. Guest will save their trash until they locate a Just Do It trash can. And, they will actively seek out the trash cans! (Kick off the launch with the “Just Do It Trash Can Bingo Game at Six Flags & Win” using your camera in your GPS SmartPhone).
• To see how this might work, see my (hypothetical) idea for Booth Babes Bingo at the 2010 Consumer Electronics Show: http://ht.ly/1JKcR

Hundreds of trash cans per Six Flags Theme Park can generate revenue for Six Flags while creating extraordinary ‘word-of-foot’ value for Nike; an entertainment experience for Six Flags guests; and collect trash (more effectively so that employee t-shirt ’signage’ can be deployed for still other marketing opportunities). Nike not interested? Take this idea to Dick’s Sporting Goods, Footlocker, Sports Authority or Adidas America.

[Thank you David, Ben, Jason, Caryn and Bethany for your help thinking through this idea and other GREAT! ideas while experiencing Six Flags Over Georgia rides, attractions, shopping and meals together.]

Related GREAT! Blog Post

• GREAT! Idea: Nike ‘Just Do It’ Experiential Sports Themed Trash Cans at Six Flags Over Georgia
• GREAT! Idea: Six Flags 50th Birthday ‘New Baby’ Promotion to Generate New Sponsorship Revenue

*Disclosure: Neither Six Flags, Nike or Wieden+Kennedy are GREAT! clients (though Six Flags did provide me with free, front-of-the-line passes, meal vouchers, parking and swag for six of us to experience Six Flags Over Georgia together.) This is a GREAT! theoretical idea.

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