Anderson Live: "Anything Can Happen in Vegas Sweepstakes"

Objective:

To create a co-branded promotion with a syndicated program on a major network to celebrate the 10th Anniversary of The Colosseum at Caesers Palace offering the first ever promotion with current Colosseum resident artists - Celine Dion, Elton John, Jerry Seinfeld, Rod Stewart, and Shania Twain.

Approach:

MME sent an RFP out to networks and ended up working with Warner Brother's Domestic Television to create a co-branded promotional sweepstakes with Anderson Live called the "Anything Can Happen in Vegas Sweepstakes." Anderson Live used the promotion to enhance viewership during sweeps and drive audience interaction online. The sweepstakes centered around the Caesars Palace "Entertainer of the Day" and included two nights at the Octavius Tower at Caesars Palace, dinner, and tickets to Shania: Still the One, Rod Stewart: THE HITS, Celine, Jerry Seinfeld, and Elton John's Million Dollar Piano.

Results:

The "Anything Can Happen in Vegas Sweepstakes was a multi-tiered, week-long daytime national promotion that netted approximately 1.1 million online impressions along with 32,006 entries. An additional NBC affiliate promotion overlay was secured in the top 10 markets; New York, Los Angeles, Chicago, Philadelphia, Dallas, Houston, Washington D.C., Boston, Detroit, and Tampa.