While many rightsholders offer turnkey activation platforms, Six Flags Entertainment Corp. is taking the strategy to the next level.   

For the first time, the theme park operator has helped a partner activate its sponsorship of a third-party event.

Six Flags last weekend helped Rayovac activate its sponsorship of Chicago’s North Coast Music Festival by having theme park staffers serve as on-site brand ambassadors.

The initiative builds on Six Flags’ long-running strategy of tapping in-house resources to offer turnkey activation platforms. That ranges from offering creative services to using employees as brand ambassadors.

“We can help satisfy partners’ needs at an efficient price because we are experts at delivering excellent guest service with a qualified pool of talent,” said Jeff Portugal, Six Flags’ vice president of corporate alliances and partnership marketing.

Six Flags uses employees from its entertainment division to serve as brand ambassadors, he added, noting that the staffers are energetic, engaging and comfortable being in front of guests.
 
The opportunity to help Rayovac activate North Coast emanated from a review of sponsorship elements in the brand’s Six Flags program and the introduction of a new line of Portable Power products, said Portugal, noting that the battery brand had already secured the music festival sponsorship.

“Once we discussed experiential programs in the parks, we offered taking the program to other venues. They had the rights, and we were happy to get involved.”

The Portable Power line features two battery-powered portable chargers, both of which were launched earlier this year. One device offers seven hours of talk time on a smart phone while the other offers two hours.

Rayovac this year activated Six Flags with the Rayovac Power Patrol, a team of brand ambassadors who explained the products to park guests.

The North Coast Music Festival is the second music fest sponsored by Rayovac. The company kicked off its music marketing push with a tie to the July 17-19 Country Jam USA festival in Eau Claire, Wisconsin.

The company is focusing on music festivals to demonstrate the portable charging products to twenty-something music fans, said Jessica Yurchich, Rayovac product manager.

“Many people at music festivals use their smartphones to take photos, and their phones can die out quickly. People at the North Coast Music Festival didn’t need an outlet—they could use portable power chargers.”

The company is pleased with the Power Patrol program at Six Flags, she said.

“The Six Flags staff has done a great job. The partnership has definitely paid off in terms of spreading the word in how the products work and generating interest.”

Rayovac activated Country Jam USA with on-site sales, a strategy that paid off for the brand.

“A lot of people came by the tent because they were interested in what the products do. A number of them came back after their phones died.”

Rayovac picked the two festivals in part due to their proximity to the brand’s corporate headquarters in Madison, Wisconsin, said Yurchich, adding that the timing of North Coast also provided exposure during the back-to-school shopping season.

The company may align with other music festivals, she added. “We are looking into additional events throughout the year.”

Rayovac also sponsors the FLW fishing organization, Walt Disney World and Kampgrounds of America.

Rayovac is owned by Spectrum Brands Holdings, Inc.

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