2011 SAMMY Award Finalist, Best Engagement Campaign: R&R Partners for Las Vegas Convention & Visitors Authority
Agency: R&R Partners (with Facebook tab support from Buddy Media)
Brand: Las Vegas Convention & Visitors Authority
Executives Involved in The Campaign: Fletcher Whitwell, Jeremy Thompson, Brad Chamberlin, Lindsey Patterson, Brandi Skrtich, Kim Downing
Campaign Brief:
Strategy
Visit after visit, our “Core” guests return to favorite haunts and love to explore the latest Vegas has to offer, but another group of Americans loves the idea of Vegas, but just don’t know how to do Vegas. This “Persuade” group, potential guests, needs help understanding how to plan a visit given there are so many choices, and the “Core” folks are our best ambassadors.
Our strategy: Use custom Facebook tabs to energize the “Core” audience and have them help with educating and engaging “Persuades”:
1. “How I Vegas” offered our Core fans a wide variety of experiences that included trusted favorites and offerings from off the beaten path. Dining, shopping, spa … they know what they like to do, and were happy to share their knowledge by publishing their picks to their wall for friends to see.
2. “How to Vegas” allowed the Persuade audience to choose from a dozen themed itineraries, ranging from Downtown Hipster to Vegas Socialite. Highlighted links drove visitors to seek further information, as well as rates and availability from hotel properties.
Results & ROI
Proving that the strategy worked, of the 360k+ clicks almost 45 percent of all clicks were “social clicks” from the walls of our fans. The launch of our Facebook campaign grew our fan base over 800 percent, from 22,000 to more than 240,000 for a minimal cost under $1 per follower. Fast forward a month later to today, and we stand at 415,000+ followers, thanks to this first Facebook-focused push.
Our Core audience shared their passion and knowledge, and a new legion of Vegas visitors got their trip recommendations (up 4.8% visitation from YA). Adding 3,000 followers a day, the campaign exceeded expectations and helped make Las Vegas the No. 1 U.S. destination (by total fans), up from a sub-400 ranking (source: socialbakers.com).
Link to Your Creative Materials:
http://www.rrpartnerscasestudies.com/cases/case.cfm?caseID=1095