Dreamworld is a family tourist mecca with the most thrilling rides in Australia. Approaching it’s 30th year of operation and fighting competitor price discounts, the theme-park required a digital and social media campaign to help it reclaim it’s place as the best theme-park destination in Australia.

The campaign began be first redesigning the website, and with the production of extreme-cam videos created by strapping cameras to the front, back, and sides of rides, and to the helmets worn by your average kid, teen and grandma. These vids were then installed into custom video players so those planning to visit could experience multiple points-of-view of the rides.

The unique point-of-view experience was also built into multiple rich banner formats that included an interactive video control dashboard so users could choose the ride, angle, and the rider they wanted to watch, or use the G-force metre and a slow-mo controls.

All video content of yourself on rides or exploring the park could then be uploaded into the ‘30th Birthday Memory Maker App’ – a digital time capsule of pics, vids, Tweets and memorable Dreamworld experiences. And super fans were also invited to check-in ub a ‘FourSquare Mayor to the Front’ with mayors able to utilize status & in-park ‘Queue 4 You’ technology to skip queues. Facebook fans could also enter a Facebook comp to win a massive slumber party that involved staying the night with all your friends and in-Park Twitter and video teams. If you survived the night you then got to ride the new scary ‘BuzzSaw’ ride with Jorden Jansen (Qld’s version of Justin Bieber), who we discovered after tracking him down with a social influencer identification tool.

We saw amazing ROI with views of video content on the custom YouTube channel jumping by 905% from 53,000 to 480,000 views – in turn driving users to the new site to purchase pre-visit tickets.

An additional 10,000 email registrations per year are now being recorded and overall e-Commerce sales are up 63% following a 21% increase in total unique visitor traffic.

The Facebook community has grown from 50 to 325,000 fans and is now the 5th largest brand page in Australia. ‘Swearing Super-nan!’; a 70-something year old. Her ride on ‘The Big Drop’ from 120 metres high to ground zero went viral after trending on YouTube and ended up on tourism and video sites as far as the Middle East.