7 Best Casino Social Media Campaigns: 2010 Sherpie Awards

I think we can all agree that 2010 was quite a wild year. Many new challenges have emerged in the industry, and the world’s ever-changing social media landscape continues to keep us on our toes. So our Social Sherpa™ team has put together the “best of the best,” and we’ve created a special award just for you, the casino marketing professional.

The Sherpie Awards honor the most creative and effective uses of social media in the national gaming industry. We’ve been studying your tweets, posts, photos, videos and promotions, and our expert judges have narrowed it down to seven prestigious categories.

For the sake of full disclosure and fairness, we did not include any of our own clients in this report.

Congratulations to all the Sherpie winners – you’ve truly embraced the power of social media and successfully integrated it into your marketing plans. Keep up the excellent work. We’re looking for 2011 to be an even bigger year for social media – and we’re always here to help. If you think your social efforts could use a boost, feel free to drop us a line.

Please view our SlideShare document, or read the complete post below. Click on the full screen mode to get the full experience!

Best Fan Engagement on Facebook:

I.P. Casino Resort & Spa

I.P. is always cooking up new and creative ways to get fans involved on their Facebook page. Some of their contests from 2010 that you should take note of are “iPads are for Nerds,” “Show us your Jackpot Face” and “NYE Resolutions.” These promos not only encourage user-generated content on the page, but also increase interaction as fans comment on their favorites.

Team Spirit:

Harrah’s – “Who’s In?” Trip Giveaway

It’s nice to see a casino family working together for a common goal. Harrah’s latest “Who’s In?” Trip Giveaway on Facebook helps promote five Harrah’s properties at the same time by letting fans enter for the getaway of their choice through a custom application. By working together cooperatively, this promotion increases their reach and effectiveness, and drives traffic and buzz for all of the casinos involved.

Most Engaging use of Twitter:

River City Casino

Size doesn’t matter – it’s about the conversation. River City Casino certainly understands Twitter and knows how to communicate to their audience without being too pushy or promotional. This casino’s tweets are entertaining but genuine. It shows that they are interested in relationships with their customers and care about their community. They recently participated in a Holiday Tweet Drive as well, which showed their committed involvement with their community.

Best Use of Social Media for Customer Service:

The Mirage Resort & Casino

This casino does a fantastic job catering to both happy and unhappy customers on Twitter and Facebook. This brand is on top of it and is quick to respond to customers, whether it is to offer tips, or put out fires. Customer service may not always be the first thing that comes to mind when you think about social media, but it is one of the most important aspects of building a strong community for your brand – especially for a casino.

Best Integrated Social Promotion:

MGM Grand Las Vegas – “Get-A-Life Giveaway”

Casinos run countless themed promos, but how often does the contest tie directly into the brand? MGM Grand’s Get-A-Life Giveaway accomplished exactly that, by asking people to submit videos essentially showing why they have no life – and rewarding them with a fun “maximum Vegas” getaway that will hopefully give them something to talk about. The videos themselves were entertaining and worth spreading, which drove further traffic to the promo itself, and to the casino.

Most Viral Campaign:

Planet Hollywood Resort & Casino Las Vegas – “Phamous”

Chances are you’ve seen the “Phamous” flash mob that Planet Hollywood hosted on-property, using six YouTube influencers to create and leak this trend-tapping video. Then you may have seen the official “Phamous” music video that was unveiled several months later – again, shot entirely on-property and becoming an instant hit. But while the success of these videos may have happened overnight, the strategy behind them was carefully thought-out, making PH Vegas truly Phamous in their own right.

Best Social Media Event:

Tropicana Atlantic City – “Fan Appreciation Day”

What do you do to drive traffic to your casino during a typically slow period in the gaming industry? Turn it into a holiday and give away prizes to your fans that they can only redeem on-property. The Trop’s “Fan Appreciation Day” was set to take place December 3, 2010, and they promoted it for a solid month beforehand, giving away rooms every week and tons of other on-property comps. This created significant buzz among Trop’s social media audiences, and best of all, made them feel like a valued part of the brand’s community.

Runners Up

Let’s face it, there are a lot of casinos out there – most of whom are active on social media outlets, and doing a pretty good job at it so far. We haven’t forgotten about you. Here’s a list of those casino brands that almost made the Sherpie cut.

• Barona Resort & Casino | San Diego, CA
• Seminole Hard Rock Hotel & Casino | Hollywood, FL
• Hard Rock Hotel & Casino | Biloxi, MS
• Lumiere Place Casino & Hotel | St. Louis, MO
• Monte Carlo Resort & Casino | Las Vegas, NV
• Harrah’s | St. Louis, MO
• Mohegan Sun at Pocono Downs | Wilkes-Barre, PA

We’re looking forward to seeing bigger and better things come from these properties in the months to come. And as always, if you’d like some help, drop us a line.

Do you have a fine example of social media marketing that you think deserves a Sherpie? Tell us about it. Email your nominee to socialsherpa@masterminds1.com