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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Caesars Indiana |
| PRODUCT: |
Casino |
CHALLENGE:
Target the 50 year old adult who may have never visited the casino or done so infrequently. As the casino
is about two hours away from the city we needed to create a compelling reason for them to make make Caesars
a regular destination point.
 SOLUTION:
Indiana is a hot bed of auto racing and especially poplular with the "fiftyish" demographic. We opted to
work with local racing hero Johnny Rutherford to create a campaign designed to drive traffic to the casino.
To gain access to this racing legend we entered into a partnership with a local radio station. The station
has a strong racing affiliation and were able to secure a multi level endorsement campaign for Caesars
Indiana. Utilizing the star power of Johnny Rutherford we branded him with Caesars using a radio commercial
campaign, integrated internet banners and e-mail blast, numerous live appearances from Johnny at Caesars,
Vegas style contets surrounding the appearances and a Grand Prize sweepstakes as the finale.
RESULT:
The campaign was successful in generating multiple visits to the casino from existing clientele with a
secondary benefit of creating a valuable pool of first timers as well.
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