More Related Content Similar to Best Of The Best: 2011 Sherpie Award Winners Similar to Best Of The Best: 2011 Sherpie Award Winners (20) More from Masterminds Advertising More from Masterminds Advertising (12) 1. // THE BEST OF THE BEST
IN CASINO SOCIAL MEDIA
MASTERMINDS
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.
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MASTERMINDS
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.
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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.
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masterminds1.com/socialsherpa
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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
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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.
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© MASTERMINDS 2011
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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
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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.
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© MASTERMINDS 2011
MASTERMINDS
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
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22. // CASE STUDY #1
Noah Besheer
Interactive Media Specialist
Lumiere Place Casino & Hotels /
River City Casino
MASTERMINDS
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. 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. Where
did
we
promote
it?
•
•
•
•
•
•
Facebook
Signage
on
casino
floor
Website
TwiNer
Digital
screens
Direct
Mail
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. Takeaways
• The
game
concept
works
well.
• Keep
it
fun.
• Keep
it
simple
(golden
football).
29. // CASE STUDY #2
Ryan Chartrand
Social Media Strategist
Pechanga Resort & Casino
MASTERMINDS
49. // CASE STUDY #3
Eric Peterson
Manager, Social Marketing Strategy
Caesars Entertainment Corp.
MASTERMINDS
