Objective: Drive engagement and signups for the Players Club card while boosting brand visibility through a gamified social media contest.
Challenge
L’Auberge Casino wanted to increase Players Club memberships and strengthen its online presence while emphasizing the full range of experiences the casino offers, including gaming, dining, and entertainment. The campaign needed to incentivize engagement across multiple platforms and content types.
Insight
Gamified experiences encourage higher participation rates, especially when users feel they have control over increasing their odds of winning. By integrating actions like viewing content, signing up, and sharing, the contest could organically expand reach and drive meaningful engagement.
Opportunity
Create a social media contest where participants gain additional entries by completing specific actions, encouraging deeper interaction with L’Auberge’s brand and offerings.
Solution
- Contest Design
- Developed a points-based system where participants earned additional chances to win a luxury L’Auberge experience package by completing tasks such as:
- Watching a promotional commercial.
- Signing up for a Players Club card.
- Liking and sharing L’Auberge’s social media posts.
- Viewing content about the casino’s amenities (e.g., restaurants, spa, and entertainment).
- Tagging friends in contest-related posts to increase referrals.
- Developed a points-based system where participants earned additional chances to win a luxury L’Auberge experience package by completing tasks such as:
- Gamified Mechanics
- Designed the contest to feel like a game, with a leaderboard showing top participants (anonymized for privacy).
- Offered bonus entries for daily engagement to encourage consistent participation over the contest period.
- Omnichannel Promotion
- Ran targeted ads promoting the contest on Facebook, Instagram, and YouTube.
- Integrated the campaign into L’Auberge’s website, where visitors could learn more about the casino’s offerings while participating.
- Sent personalized emails to existing Players Club members to encourage them to join the contest and invite friends.
- Content Creation
- Produced visually engaging content, including short videos showcasing the casino’s luxury experiences, to inspire viewers to participate.
- Featured testimonials from previous winners and highlights of past events to build excitement.
Results
- Players Club Growth: The contest resulted in a 45% increase in Players Club signups during the campaign period.
- Engagement Metrics:
- Achieved a 300% increase in social media engagement, with thousands of shares, likes, and comments.
- Contest-related content had significantly higher viewership and interaction compared to standard posts.
- Brand Awareness: The campaign amplified L’Auberge’s visibility online, with organic reach boosted by user shares and referrals.
- Community Impact: Strengthened customer relationships by offering an interactive and rewarding experience.
