PROFILE:
The client is a casino owned by one of the world’s largest gaming
corporations. The company also owns five casinos in Nevada, one in
Michigan, one in Mississippi and another in Atlantic City.
MARKETING OBJECTIVES:
Drive members online in order to build a complete members’ email list for future communications, promotions and offers.
Educate recipients about the Players Club membership.
MARKETING INITIATIVE:
Communifax designed and developed a promotional Web site with an instant win game that included an interactive decode page. On the game page recipients were instructed to use their mouse to pull the lever of a virtual slot machine in order to determine which prize they would receive.
Oversized postcards were distributed to current casino membership holders to promote the online instant win game.
To better educate members about the Players Club membership card they were informed of other great rewards which are included in the program.
Two grand prizes, which included a trip for two to Las Vegas worth $2,500, were awarded in the promotion.
RESULTS:
Campaign generated a 19% response rate
Casino’s email database grew by over 6%
75% of members who viewed landing page completed registration
and survey
