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:
Obtain new email addresses for member acquisition
Increase email opt-in rate
Increase awareness of the new casino
Drive casino members to the promotional Web site
MARKETING INITIATIVE:
Eblasts were used to capture member attention and encourage
them to log on to the interactive Web site.
Once on the site, recipients registered for the promotion and were
also given the chance to opt in to receive future offers from the highly
recognized casino.
Players then participated in the interactive game for a chance to
instantly win. Each player received 15 seconds to click on or “grab”
as many prizes on the screen as possible.
To further build excitement surrounding the game, players could
refer a total of nine email addresses of friends and family for a
chance to win up to $30 in free casino “money.”
Over 2,500 grand prizes were awarded for this promotion, including
$50 gift cards from Target, The Home Depot, Red Lobster, Borders
or Costco.
RESULTS:
User sessions captured on registration page provided a 25%
response rate
Casino’s email database increased by 3%, which exceeded their goal
Based on the completed registrations, 96% of respondents opted in to
receive future communications from the casino
88% of players that completed registration also completed the online
interactive Flash game
Referrals to the promotion participated with a response rate of 26%
