Six Flags

GEN-XTREME

Gen X grew up being told they were the generation of rebellion. Then adulthood happened. Six Flags gives them a chance to reclaim the side of themselves that sought thrills like nobody’s business.

OOH

Every Gen X thrill has a bigger one waiting at Six Flags.

Bus shelter poster: 'You’ve been chasing the thrill of playing hooky since you were 15. Reclaim Gen-Xtreme,' over a coaster and palm-tree skyline

Magazine spread: 'The same rush you felt from beating your brother at Street Fighter? That, from 200 feet up. Reclaim Gen-Xtreme,' two kids at an arcade cabinet beside riders screaming on a coaster

Wheatpaste poster on a plywood construction wall: 'You can still feel the buzz of spending your lunch money at the arcade. Reclaim Gen-Xtreme,' beside an arcade cabinet playing Pac-Man

Subway platform poster on a white-tiled wall: 'Remember the feeling of being lucky caller #9? That, at 70 mph. Reclaim Gen-Xtreme,' with a car radio reading CALLER #9!

SOCIAL

Instagram and Facebook

10:02

Six Flags

Six Flags Sponsored ·

Completing your taxes 2 weeks early doesn’t excite you anymore? Reclaim Gen-Xtreme at Six Flags.

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3:48

Six Flags

Six Flags Sponsored ·

Finding that perfect parking spot no longer makes you smile? Reclaim Gen-Xtreme at Six Flags.

sixflags.com Reclaim Gen-Xtreme Buy tickets

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6:54

Six Flags

Six Flags Sponsored ·

Has folding a fitted sheet first try lost its rush? Reclaim Gen-Xtreme at Six Flags.

sixflags.com Reclaim Gen-Xtreme Buy tickets

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12:29

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sixflagsSponsored

The track continues under a traffic light on green: 'feel thrills? Hitting every green'

The track continues under an upright vacuum cleaner: 'light, getting a new vacuum'

The track starts to climb under a stack of Tupperware: 'cleaner, organizing your'

The coaster climbs to its peak: 'tupperware, but those aren’t real'

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sixflags Your definition of a thrill has changed. Ours hasn’t. Reclaim Gen-Xtreme at Six Flags.

September 20

STUNT

Thrills Gone Missing

Gen X grew up with missing kids on their milk cartons. Now their thrills are the ones missing.

A grocery shelf of Silk, Oatly and Good Karma cartons, with two Six Flags milk cartons in the middle

Six Flags milk carton: 'Thrills gone missing since 1974', a black-and-white photo of kids cheering on a ride, 'Reclaim Gen-Xtreme. If you remember these thrills, you're Xtreme enough. Call 1-800-SIX-FLAGS'

AUDIO

Radio Spot

OOH

In-Park Signs

The usual ride rules, rewritten for Gen X.

Retro in-park sign by a coaster queue: 'Warning! This ride may cause you to feel 17 again. Reclaim Gen-Xtreme.'

Ride-entrance age sign: 'You must be 48 years old to ride. Reclaim Gen-Xtreme,' above a red panel, 'No. Sorry! Too young to ride.'

Retro in-park sign: 'Reclaim Gen-Xtreme. No parental guidance required. You’re in your 50s.'

ACTIVATION

Coffee Before Coasters

A Retro Kiosk in the park, serving free coffee, the candy Gen X grew up on and old-school paper maps.

The Six Flags Retro Kiosk in the park: a rainbow-striped stand selling maps, candy and coffee, with a $0 coffee menu, Razzles, Ring Pop and Pop Rocks on the shelves

EARNED MEDIA

A press clipping with torn edges: Marketing Brew, 'Six Flags Just Turned The Clock Back, Giving Gen-X a Chance to Feel Thrill Like They Used to.'

Copywriter: Jake Gunther
Art Directors: Coral Pisek, D'Shonda Brown