“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”
“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
The Website received 78,264 visits and 170,644 page views from May through August 2007.
The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.
Flickr photos have been viewed 102,101 times to date.
Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile.
The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. It is unknown how many people heard this way, but Theme Park Insider reports 2.5 million unique users a year
The coverage was largely positive in tone, with some expected negativity about ride intensity
The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.
These riders later left positive comments on YouTube videos
ACE invited SeaWorld San Antonio to attend its annual meeting in 2008.
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.