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From the 10th Annual Shorty Awards

Sky Zone - Holiday Gift Card Campaign

Entered in Contest or Promotion, User-Generated Content

About this entry

The holiday season presented a timely opportunity for Sky Zone to engage with parents and teenagers through content promoting their annual gift package — a Sky Zone Holiday Gift Card, with an added incentive to bundle with a pair of limited edition holiday socks and free jump time with every card purchase.

Despite a highly competitive time of year to target two consumer groups, Sky Zone's fourth year offering this special package delivered a truly social-first campaign that leveraged selfie footage of real Sky Zone fans answering why they wanted a Sky Zone Gift Card for the holidays, providing the perfect fodder for teens to ask for the gift card and for parents to add that last-minute stocking stuffer.

We were challenged with utilizing social content to increase reach and resonance with teens and parents who live in close proximity to a Sky Zone park leading into the holiday season, encouraging purchase in-park and online.

Why does this entry deserve to win?

Leveraging Sky Zone's already socially engaged fan base, we were able to create highly engaging video that included high-performing fast-paced editing, real UGC footage, and platform-native stickers. As to not cannibalize audience share between parents and teens, our singular messaging approach was carefully crafted to appeal to and involve both demographics in the purchasing decision.

We met our audiences on the social platforms where they were already spending time, employing a media strategy built to reflect established audience behavior. Knowing how competitive consumer holidays are, various iterations of content were released to ensure optimal delivery. A retargeting strategy leveraged the video views and site visits the content generated to keep audiences engaged and encourage the purchase of tickets.


Over 12 million people reached

4.6 million video views

Nearly 100K site visits

37K Engagements (Comments, Reaction & Shares)


Entrant Company / Organization Name

Something Massive, Sky Zone