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Scratch-It-Rich
Instant Win Game
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| The
Challenge: Develop an exciting promotion to
distribute Casino San Pablo logoed merchandise to loyal customers
as well as frequent the casino more often. Secondary objective
was to utilize the promotion to help introduce new game –
Hot Action Blackjack. |
| The
Big Idea: Create
an instant-win scratch card program where customers could receive
a card any time they were dealt a designated high hands (example:
Red Flush). Scratch cards offered customers two ways to win:
1) a chance to win CSP merchandise instantly; and 2) a collect-to-win
royal flush series for $5,000. Helping to reinforce the secondary
goal of introducing the new HA Black Jack, we offered free $10
bets on 5% of instant win cards. We also gave out HA Black Jack
t-shirts on select winning hands. |
(scratch
card given out in promo) |
| The
Results: Moving
logoed merchandise was the easy part of this promo. We had an
astounding 86% redemption rate on all winning cards distributed.
The bigger success was the introduction of HA Black Jack. Incremental
revenue increased over $51,000 during the promotional period
and the game had continued success long after the Scratch-It-Rich
promo ended. |
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Various
Print Ads (slide show)
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The
Challenge: Displayed
to the right are a variety of different ads I creatively directed
while working at Casino San Pablo. Just click "next"
to see more ads.
I
wrote all the copy for the print ads and collateral and helped
develop the layout with the graphic design studio (usually
through terrible stick drawings that I would fax to them).
While these babies won't win any awards, I am especially proud
of the quality we were able to produce given the extraordinary
circumstances -- nearly every ad produced had a deadline of
72 hours.
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$10,000
Direct Mail Sweepstakes
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| The
Challenge:
Raise
awareness of Spring promotional schedule while offering players
a call-to-action to come into casino on a historically slow
night, Sunday. |
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The
Big Idea:
Develop a direct mail piece offering customers a chance to
win $10,000 in a sweepstakes. One side of the mailer contained
the new Spring promotional schedule while the other included
a unique sweepstakes entry number. Customers were offered
a free premium to bring their sweepstakes entry number into
the Casino on four separate Sunday evenings for a chance to
win $2,500. First sweepstakes Sunday also launched the Spring
promotional schedule.
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(front
side of mailer with unique sweeps number)
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| The
Results: Talk
about a happy ending! Response from the mailing came in at a
whopping 13%. Moreover, gaming revenue on the nights we announced
new sweepstakes winners increased over $72,000 during the sweepstakes! |
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Gaming
College
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| The
Challenge: Help reduce
"intimidation factor" that new customers experience
when introduced to casino. |
| The
Big Idea: Develop
a fun and easy free instructional class using college theme
to teach new customers how to play California games. Classes
were offered once a week and customers could sign up at either
the Concierge Desk or through table tents in the restaurant.
Instruction included; differences between Nevada and California
gambling; history of California gambling; tour of Casino; city/community
enhancements from tax revenue generated by casino; and game
instruction using play chips. Upon completion of the course,
students received a diploma as well as bounce-back coupons for
free food and $10 for $5 bets. |
(table
tent used on restaurant & bar tables) |
| The
Results: After
first encountering slow sign-ups for the class, we restructured
our ad program to aggressively target the restaurant patrons.
We then saw the success the class deserved recruiting an average
of 22 gaming "students" each week. And our bounce
back coupons had a redemption rate of 55%. The biggest success
of Gaming College? A political coup - the San Pablo city council
all participated in the class! |
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