092514GTR_Harrahscasino_300Harrah’s, a Caesars Entertainment brand, has launched a first of its kind promotional collaboration combining both their land-based casino in Atlantic City and their New Jersey online gaming operations. The new promotion allows consumers to participate in weekly digital treasure hunts at Harrahscasino.com, where they play for $40,000 in cash and prizes leading up to September 30. Players are ultimately competing for a spot in the October 18 live treasure hunt event at Harrah’s Resort in Atlantic City.
For each weekly challenge a player completes, they will receive a $25 bonus play and an entry into the weekly drawing of $800 in bonus play prizes. Players will also then get an entry for the second chance drawing to win a spot in the Live Treasure Hunt Event.
Adrian Bailey, vice president of digital and head of casino for Caesar’s Entertainment said that he was taken by surprise by the disconnect of offline properties and online gaming, and that this new campaign “…will create a consumer experience the industry has not yet seen,” by bridging that gap. “The Harrah’s brand is known for bringing customers the world’s best in entertainment and this treasure hunt will showcase our finest offering by combining player’s favorite digital game play with a real world experience,” he said.
One of Bailey’s strategies is to not view online and offline players as different and to specifically market to the players they already have. “It’s a very simple promotion with very easy to enter challenges,” he said. “We’re not looking to really increase play or get players to spend more money then what they would normally spend. The purpose of the promotion is to first of all, engage with our customers, to increase loyalty from our customers and for our customers to have more fun.”
Baily also said that this promotional collaboration is part of Harrah’s strategy to be seen as a mass market brand. “I don’t think that we are trying to position ourselves as a company that only wants what they would call the ‘high risers,’” he said. “Harrah’s position is that any player that wants to play will be appreciated, and that’s something that this promotion highlights.”