Summer Games

Posted by IAB Australia On March 12, 2013 Research & Resources


February – March 2013 winner: Summer Games
Client: Wet ‘n’ Wild
Creative Agency: Visual Jazz Isobar
Campaign type: Microsite
Industry: Tourism

Campaign Information
Queensland’s Gold Coast is a mass of theme parks and Visual Jazz Isobar’s challenge was to make people loyal to just one – Wet ‘n’ Wild. To do this, they created The Summer Games.

Using NFC technology in a way previously not seen in theme parks, Visual Jazz Isobar turned a day out at Wet ‘n’ Wild into a competition where having fun was the only way to win. After choosing to be on either the Red or Blue team, each team member was given a NFC wrist band which enabled them to scan it at a specially created station to earn points and help lead their team to victory.

In just 10 days, the Summer Games achieved astonishing results, with 1 in 3 people returning to Wet ‘n’ Wild multiple times and the time spent in-park increased. Due to its success, this concept has now been adapted to Village Roadshow’s other theme parks.

Judge’s Comment
Great to see Wet ‘n’ Wild +1 with some gamification and make it even more fun.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.