Players Club Social Media Campaign:
Located in Minnesota, a major destination gaming resort near Minneapolis, wanted to reach a younger, metropolitan demographic with their marketing efforts. Their marketing agency created a social media campaign utilizing existing email lists, text coupons through 2DigitMedia, Facebook and Twitter accounts.
The campaigns focus was to increase Players Club membership by encouraging existing members to “tell a friend” about the club. Existing Players Club members were initially notified of the opportunity to receive text offers via email and club mailings. They were also encouraged to become Facebook and Twitter followers of the resort.
After the initial roll-out, the campaign was designed to grow virally: members would forward text offers, tweets and Facebook friend pages to non-members to receive rewards.
In the first three months of the campaign, nearly 3,000 new text club members and 5,000 Facebook fans were added. The club now grows virally on its own, with 100 to 150 new members joining weekly with no money spent promoting either medium.
