The Original Social Media: Live PR Stunts & Free Giveaway

http://www.LastSecondMedia.tv RIVIERA HOTEL & CASINO MARKETING CASE STUDY Frank Pournelle learned to propel word-of-mouth buzz and liquidate promotional expenses at the Riviera Hotel & Casino. Developed in the early 90's, this promotion cost the casino 13 cents an entry. It's a great example of how to capture attention via social media/public relations and then use direct response marketing techniques to establish a relationship between brand and consumer. This news clip from Nashville TN explains the highly successful Classic Car Giveaway that started on Route 66 and ended with a 300,000 person database for the then 12th largest hotel in the world. Here's how they did it: As the story goes, the Riviera was hampered by crazy, non-functional architecture, so this promotion was designed initially to drive in-bound foot traffic from the nearby Stardust, Circus Circus, Sahara and WestwardHo casino properties. Interestingly, it was calculated that every person who stepped onto the property ended up dropping $5 into a slot machine on average. That's the self-liquidating expense. But they went further: Entries from consumers captured visitor information which were then marketed via direct mail for a return trip featuring a $400 casino package called The Aristocrat Club. Lots or press coverage, live event entertainment, tons of hoopla and energy helped translate promotions like this into the Riviera emerging from bankruptcy in under 12 months.

Category:

Autos & Vehicles

Tags:

• classic car giveaway
• Frank pournelle
• Stardust
• Circus Circus
• Sahara and WestwardHo