Social Campaign Project: Busch Gardens

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This document outlines Busch Gardens Tampa's 2011 social media campaign for their Howl-O-Scream event. The campaign objectives were to raise awareness of the new and returning haunted houses, promote discounts, and inform guests of changes to the event. The social media elements included using the Howl-O-Scream website, Facebook page for contests and engagement, Twitter for announcements and questions, and YouTube for videos. Traditional promotions included radio spots, street teams, billboards, and print/restaurant ads with partners. Metrics showed increased views on the YouTube commercial and strong participation in Facebook contests compared to previous years.

Technology Sports

Busch Gardens, Tampa
Howl-O-Scream
2011
Social Media Campaign

By Bobbie Stuff, Jessica Edmonson, Rebekah Wright

Purpose

-Raising awareness for the Howl-O-Scream event at Busch
Gardens, Tampa.
-Increasing sales.
-Arousing interest within the community from both new
and returning guest of event.

Objective
Publicly praising the three new houses and acknowledge the return of three old
houses.
Promoting the discounts offered at various partner locations and on Busch
Gardens' website.
Informing potential guests of changes such as the theme being simpler, the
elimination of scare zones, and it's all about the scare this year.

Programming

Howl-O-Scream Website
http://seaworldparks.com/howloscream_com_2011/

Facebook

• Contests
• Keeping public informed and answer questions
• Connecting with fans through feedback and reviews
• Sharing photos and videos http://www.facebook.com/#!/HowlOScream

Twitter

• Releasing theme
• Contests
• Live tweeting from event
• Answering questions http://twitter.com/#!/HOSINSIDER

You-Tube

• Videos
• Interviews
• House previews http://www.youtube.com/user/HOSInsider?blend=5&ob=5

Other promotion

• Bleed Up Radio events in park
• Marketing Street Team events
• Billboards
• Advertising with Applebees, Pepsi, Burger King, Taco Bell
• Print ads

Results

• YouTube commercial has way more views than its previous year
• Facebook likes and check ins
• The last Facebook contest had 585 entries

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Social Campaign Project: Busch Gardens

1. Busch Gardens, Tampa Howl-O-Scream 2011 Social Media Campaign By Bobbie Stuff, Jessica Edmonson, Rebekah Wright

2. Purpose -Raising awareness for the Howl-O-Scream event at Busch Gardens, Tampa. -Increasing sales. -Arousing interest within the community from both new and returning guest of event.

3. Objective Publicly praising the three new houses and acknowledge the return of three old houses. Promoting the discounts offered at various partner locations and on Busch Gardens' website. Informing potential guests of changes such as the theme being simpler, the elimination of scare zones, and it's all about the scare this year.

5. Programming Howl-O-Scream Website http://seaworldparks.com/howloscream_com_2011/

6. Facebook • Contests • Keeping public informed and answer questions • Connecting with fans through feedback and reviews • Sharing photos and videos http://www.facebook.com/#!/HowlOScream

7. Twitter • Releasing theme • Contests • Live tweeting from event • Answering questions http://twitter.com/#!/HOSINSIDER

8. You-Tube • Videos • Interviews • House previews http://www.youtube.com/user/HOSInsider?blend=5&ob=5

10. Other promotion • Bleed Up Radio events in park • Marketing Street Team events • Billboards • Advertising with Applebees, Pepsi, Burger King, Taco Bell • Print ads

11. Results • YouTube commercial has way more views than its previous year • Facebook likes and check ins • The last Facebook contest had 585 entries

Social Campaign Project: Busch Gardens

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