Scissortail Park is a 70-acre central park extending from downtown Oklahoma City to the shore of the Oklahoma River. This sprawling new green space features a concert stage, a food truck zone, a children’s play area, a lake and boathouse and more. ICG partnered with the Scissortail Park marketing team to plan and execute a city-wide campaign to promote the big night.
The Park Needed to Feel Real
Scissortail Park had been in development for more than a year and a half as part of the MAPS3 initiative. The public understood the park was something new for OKC, but it felt more like a blueprint than a real place. Our creative needed to show the park’s progress and generate excitement for the grand opening while being highly visible throughout the city and online.
We Built Anticipation through Social Media
Growing Scissortail Park’s Facebook and Twitter followers was a key component of the campaign.
The creative approach connected the public to the park by chronicling its development showcasing its countless entertainment possibilities. On-site video and photo content was shared throughout final construction and the grand opening weekend.
Morning Commute and Afternoon Coffee
At slightly over 600 square miles, OKC is a driving city. Digital billboards on high-traffic stretches of highway gave the creative maximum visibility during the morning and afternoon commutes. The flexible nature of digital outdoor made it easy to showcase amenities, count down to the grand opening and promote the Kings of Leon concert.
On the street level, we provided window decals to local businesses and distributed branded coffee sleeves to coffee shops throughout the city.
We Captured the Excitement of the Grand Opening
Our content team was on the scene to capture the excitement of the crowds during daylight hours and after the sun went down. The first night saw record attendance as crowds gathered to eat at the food trucks, play on the playground and dance the night away.
Videos and photos were posted to Scissortail Park’s social media accounts to recap the day’s festivities – and to build a little FOMO to encourage people who weren’t there to visit.