The International Association of Amusement Parks and Attractions (IAAPA), the global association of amusement parks, has awarded Luna Park Sydney with the Marketing Excellence Brass Ring Award for Best Digital Marketing Campaign.
Billed as the Oscars for the amusement park industry, the IAAPA Brass Ring Awards were held last week in Florida, USA. Luna Park’s win acknowledges the power of linking real-life experiences and social media for marketers.
In July 2011, Luna Park launched My Experience, a high-tech integrated solution to automatically add real-time social media interaction to its in Park experience. My Experience allows guests at Luna Park to easily share their experience through automated updates on Facebook including instantly posting ride photographs, status updates and their Extreme-O-Meter rating out of ten (which is based on how many rides they go on).
My Experience was the result of months of development between Luna Park Sydney and Centryc Solutions (Centryc). A collaborative initiative, Centryc brings together leading-edge technologies from Pitney Bowes Business Insight, RFID N PRINT, Unique Micro Design (UMD), Fuji Film and Modapt.
‘The Luna Park team deserves this international recognition and much more,’ said Dave Aicken, Founder and CEO of Centryc. ‘Innovative value-add is important to every ‘experience’ business. Integrating social media and multi-channel marketing helps Luna Park to engage each and every guest – even when they leave the Park.
The “My Experience” technology solution incorporates near field communication, multi-channel campaign and mobile technologies to deliver “My Experience” across SMS, email, web and Facebook. The access layer uses RFID inlays and proximity readers to track when a guest goes on each ride. Originally the domain of logistics management, RFID provides a simple, unobtrusive mechanism to link a guest’s actions in the Park, such as photos taken, status updates and the number of rides they go on, to the orchestration and execution layer. Industry experts from RFID N PRINT and Unique Micro Design (UMD) have ensured a streamlined access layer experience for each guest.
The orchestration and execution layer is powered by Portrait Dialogue from Pitney Bowes Business Insight. Portrait Dialogue is provided in a hosted, on-demand model to enable the elasticity to handle the peaks and troughs of demand and uses preconfigured rules to track and monitor each guest’s progress through Luna Park. Triggers based on items such as activity, location and time of day initiate interactions through SMS, Facebook and email. Fuji Film incorporate the photographic elements for each guest.
The interaction layer physically delivers ride photographs, status updates and the Extreme-O-Meter rating to the guest’s Facebook Newsfeed where their friends can “like” and “comment” on them in real time. It also delivers Exclusive SMS offers to the guest based on pre-defined triggers as well as an End of Day Email which provides a summary of their entire experience so they can re-live their day’s fun anytime they want to.
This solution has been supported by the NSW Trade & Investment’s Collaborative Solutions Program. For more information: www.business.nsw.gov.au/collaborativesolutions
Centryc Solutions is Australian-based and in discussion with several theme parks and music festivals worldwide seeking its real-time, interactive customer experience solution.
Centryc, provides its MeTag real-time engagement platform to brands and vendors wanting to engage with their consumers in real-time across offline and online worlds. MeTag provides integrated multi-channel communication based on real-life behaviour that leads to more engaging interactions via physical kiosks, email, social media, web and mobile. Clients include Smirnoff, Intel, Southern Cross Austereo, Luna Park (Sydney) and Australian Direct Marketing Association. Centryc has been recognized as one of the most innovative new technology companies as part of the NSW Government Mobile Concierge program and won the Outstanding Collaboration Award at the 2011 Tech23.