// THE BEST OF THE BEST

IN CASINO SOCIAL MEDIA

MASTERMINDS
Presented by

—
­ a division of
with

MASTERMINDS
MASTERMINDS
Mohegan Sun
Best Use of Facebook Connect

MASTERMINDS
Maker, which creates custom user-generated experiences that’ll leave you feeling like
a star. Imagine creating your own un...
Cosmopolitan
Best Use of Twitter

MASTERMINDS
see an unending stream of self-promotion. The Cosmopolitan continues to engage this
audience by tweeting a distinct balanc...
Caesars Entertainment
Best Use of Geo-location Platforms

MASTERMINDS
locally on Twitter, with USA TODAY and MSNBC among the media outlets who covered
the event nationally. Next, Caesars Enter...
River City
Best Online-Meets-Offline Promotion

MASTERMINDS
During the two weeks that the promotion ran, River City gained hundreds of new
Facebook fans and received over 120,000 pag...
Tropicana Atlantic City
Best Social PR Stunt

MASTERMINDS
breaking news story would be leaked for their 25,000+ fans to see first. This fun and
shocking buzz builder not only drew ...
Caesars Entertainment
Best Multi-Property Branding Initiative

MASTERMINDS
them into the mobile site to win prizes. The microsite was easy to use, easy to share,
and offered several ways for visito...
Pechanga
Best App / Interactive Game

MASTERMINDS
and sharing it with their friends. At its peak, Slot Wars had 10,000 active players from
Southern California (one of Pecha...
MGM Grand Las Vegas
Best Viral Video Campaign

MASTERMINDS
revealed at the end of the “Good” video, giving viewers even more reasons to share this
experience across their social net...
Cosmopolitan
Best in Show
Best Overall Use of Social Media

MASTERMINDS
// Best in Show

MASTERMINDS
// CASE STUDY #1

Noah Besheer

Interactive Media Specialist
Lumiere Place Casino & Hotels /
River City Casino

MASTERMIND...
Hide	
  and	
  Go	
  Eat 	
  

River	
  City	
  Casino	
  
Noah	
  Besheer	
  
Re-­‐launch	
  of	
  1904	
  Steak	
  House	
  
•  Create	
  an@cipa@on	
  for	
  the	
  re-­‐launch	
  of	
  	
  
1904	
 ...
Execu@on	
  
•  We	
  hid	
  20	
  golden	
  coins	
  all	
  over	
  the	
  
property.	
  
•  Customers	
  who	
  found	
 ...
Where	
  did	
  we	
  promote	
  it?	
  
• 
• 
• 
• 
• 
• 

	
  

Facebook	
  
Signage	
  on	
  casino	
  floor	
  
Website...
Results	
  
•  Drove	
  customers	
  to	
  the	
  property.	
  	
  
•  More	
  than	
  200	
  new	
  fans	
  in	
  two	
  ...
Takeaways	
  
•  The	
   game 	
  concept	
  works	
  well.	
  
•  Keep	
  it	
  fun.	
  
•  Keep	
  it	
  simple	
  (gold...
// CASE STUDY #2

Ryan Chartrand

Social Media Strategist
Pechanga Resort & Casino

MASTERMINDS
12
13
19
20
// CASE STUDY #3

Eric Peterson

Manager, Social Marketing Strategy
Caesars Entertainment Corp.

MASTERMINDS
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
Best Of The Best: 2011 Sherpie Award Winners
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Best Of The Best: 2011 Sherpie Award Winners

  1. 1. // THE BEST OF THE BEST IN CASINO SOCIAL MEDIA MASTERMINDS
  2. 2. Presented by — ­ a division of with MASTERMINDS
  3. 3. MASTERMINDS
  4. 4. Mohegan Sun Best Use of Facebook Connect MASTERMINDS
  5. 5. Maker, which creates custom user-generated experiences that’ll leave you feeling like a star. Imagine creating your own unique Shining Moment: inviting your entourage of Facebook friends, and customizing how much you want to relax, socialize, savor, splurge, rock, and of course, game. These selections lead you to a custom video catered specifically to you, showing what kind of excitement is waiting for you at Mohegan Sun. The Connect platform makes it easy to share this video with your friends on Facebook and Twitter, spreading word of the casino’s brand even further across the web. Social Sherpa™ —A division of Masterminds sherpies 2011.indd 6 masterminds1.com/socialsherpa © MASTERMINDS 2011 9/30/11 9:38 AM MASTERMINDS
  6. 6. Cosmopolitan Best Use of Twitter MASTERMINDS
  7. 7. see an unending stream of self-promotion. The Cosmopolitan continues to engage this audience by tweeting a distinct balance of questions, promotional posts, VIP deals and interesting tidbits that pertain to their followers. With a mix of clever content, Retweets of positive mentions, and ongoing personable interactions, Cosmopolitan has truly humanized their brand in the social space. The young Vegas casino earned a welldeserved following of over 9,000 in the six months prior to opening, and they have since reached over 25,000 followers to date. Now that’s something worth tweeting about. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS sherpies 2011.indd 9 9/30/11 9:38 AM
  8. 8. Caesars Entertainment Best Use of Geo-location Platforms MASTERMINDS
  9. 9. locally on Twitter, with USA TODAY and MSNBC among the media outlets who covered the event nationally. Next, Caesars Entertainment banded together their nine properties online to pose the question, “What If Real Life Had Resort Fees?” A user-generated video contest allowed Facebook fans of each casino to voice their own opinions and join the conversation. All nine properties echoed the “No Resort Fees” message in their Facebook profile pictures and in the content they posted. A true team effort, if you ask us. Collectively, this campaign received nearly 6,000 “Likes” on Facebook, over 14,000 YouTube views, and an impressive amount of engagement among Caesars’ social media community. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS sherpies 2011.indd 8 9/30/11 9:38 AM
  10. 10. River City Best Online-Meets-Offline Promotion MASTERMINDS
  11. 11. During the two weeks that the promotion ran, River City gained hundreds of new Facebook fans and received over 120,000 page views. It also turned online engagement into real-life interaction, followed by more online engagement as fans returned to the Facebook page to put their coins up. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS
  12. 12. Tropicana Atlantic City Best Social PR Stunt MASTERMINDS
  13. 13. breaking news story would be leaked for their 25,000+ fans to see first. This fun and shocking buzz builder not only drew attention to the Tropicana brand, but also created chatter about the rodeo that was in town for April Fools’ Day weekend. The post on Facebook received over 45,000 impressions, and the article bucked its way into the number one spot of AC Weekly’s Most Popular Articles on their entire website. Trop followed the story up with fun appearances by a cute costumed bull all over the property, posting these photos on their Facebook page to create even more conversations. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS
  14. 14. Caesars Entertainment Best Multi-Property Branding Initiative MASTERMINDS
  15. 15. them into the mobile site to win prizes. The microsite was easy to use, easy to share, and offered several ways for visitors to win. Caesars’ geo-location strategy succeeded because they tied in a game dynamic that every casino-goer loves: incentive. From badges to reward credits, gift cards to getaways – there was a little something to win for everyone involved. The result: web traffic turned foot traffic, followed by even more web traffic as patrons sustain a perpetual cycle of online and on-property interaction. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS
  16. 16. Pechanga Best App / Interactive Game MASTERMINDS
  17. 17. and sharing it with their friends. At its peak, Slot Wars had 10,000 active players from Southern California (one of Pechanga’s core markets), and fans spent an astounding average of 40 minutes per session playing the game. These players also significantly increased their slot play on-property, and 75% of them felt more positively about the Pechanga brand than before they played the game. Overall, a win-win for this West Coast resort. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS
  18. 18. MGM Grand Las Vegas Best Viral Video Campaign MASTERMINDS
  19. 19. revealed at the end of the “Good” video, giving viewers even more reasons to share this experience across their social networks. These ads helped MGM Grand develop stronger brand recognition, engagement, and true ‘viral” status, reaching well over 200,000 views in only a matter of weeks. Social Sherpa™ —A division of Masterminds masterminds1.com/socialsherpa © MASTERMINDS 2011 MASTERMINDS sherpies 2011.indd 7 9/30/11 9:38 AM
  20. 20. Cosmopolitan Best in Show Best Overall Use of Social Media MASTERMINDS
  21. 21. // Best in Show MASTERMINDS
  22. 22. // CASE STUDY #1 Noah Besheer Interactive Media Specialist Lumiere Place Casino & Hotels / River City Casino MASTERMINDS
  23. 23. Hide  and  Go  Eat   River  City  Casino   Noah  Besheer  
  24. 24. Re-­‐launch  of  1904  Steak  House   •  Create  an@cipa@on  for  the  re-­‐launch  of     1904  Steak  House.   •  Give  people  the  chance  to  try  the  food.  
  25. 25. Execu@on   •  We  hid  20  golden  coins  all  over  the   property.   •  Customers  who  found  a  coin  received  a  free   dinner  for  two.   •  We  also  asked  them  to  post  a  picture  of  the   coin  on  Facebook.  
  26. 26. Where  did  we  promote  it?   •  •  •  •  •  •    Facebook   Signage  on  casino  floor   Website   TwiNer   Digital  screens   Direct  Mail  
  27. 27. Results   •  Drove  customers  to  the  property.     •  More  than  200  new  fans  in  two  weeks  (over  2x   our  average).   •  120,000+  Facebook  page  views  (over  5x  our   average).   •  300+  Facebook  comments  on  the  promo.  
  28. 28. Takeaways   •  The   game  concept  works  well.   •  Keep  it  fun.   •  Keep  it  simple  (golden  football).  
  29. 29. // CASE STUDY #2 Ryan Chartrand Social Media Strategist Pechanga Resort & Casino MASTERMINDS
  30. 30. 12
  31. 31. 13
  32. 32. 19
  33. 33. 20
  34. 34. // CASE STUDY #3 Eric Peterson Manager, Social Marketing Strategy Caesars Entertainment Corp. MASTERMINDS

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