Six Flags’ Loyalty Program
By John Hennessy, Vice President, Concept Shopping, Inc.
Six Flags Parks has launched the Carrothead program for kids. Membership includes special recognition during park visits, exclusive contest opportunities, a monthly newsletter
and an official hat. The program is open to kids aged four to ten.
Kids join the Carrothead Club by attending Brunch with Bugs at any Six Flags park. Bugs and his Looney Tunes pals attend the brunch, pose for photos and give out prizes.
“The Carrothead Club is the latest family-friendly enhancement to Six Flags’ in-park experience and a way to continue kids’ connection with Six Flags after they leave the park,” said Carol Silver, Six Flags Director of Entertainment and Marketing. “Enabling kids to take a piece of the park with them is a unique way for our guests to become Six Flags brand ambassadors in their individual communities.”
Moderator’s Comment: What types of ambassador programs do you believe work best in aligning customers with a brand? Are there specific brand ambassador
programs that exemplify best in class in this area?
“…Six Flags brand ambassadors.” That sounds an awful lot like unpaid, word of mouth marketers. But these brand ambassadors are not simply unpaid. They
pay for the privilege of promoting the park.
Some of what’s missing in the press release includes the details on the Lunch with Bugs. The tab to enjoy a buffet with costumed licensed characters is
$17.99 for adults and $15.99 for children. So the “free” membership in the Carrothead Club requires a table for two of one parent and one child dropping nearly $34 (excluding
tip) for a buffet lunch.
This is on top of the single day $42.99 adult entrance fee ($12 off if you order online) and $34.99 child fee (for children over 54″).
I’m not sure how the Carrothead program is anything but another way to pry open mom’s wallet while recruiting child guests to be word-of-mouth promotion
Not my favorite program as executed.
I contrast the Carrothead program with any number of other brand-based societies and clubs. These other programs encourage use of the brand (not an apparent
goal of the Carrothead program), encourage sharing of the brand with others (a Carrothead goal), but these other programs derive their benefit from expanded business through contact
with members, not through membership fees. – John Hennessy – Moderator