HARD ROCK HOTEL & CASINO SACRAMENTO
STORY & GOAL
Located just north of Sacramento, the brand-new Hard Rock Hotel & Casino Sacramento provides guests with live music and entertainment, exquisite dining, sleek bars and world-class gaming.
In their 2019-20 partnership with Golden 1 Center, Hard Rock Hotel & Casino Sacramento sought to create a compelling story highlighting the newest entertainment destination in the region and increase lead generation to build upon their marketing data base to ultimately increase visitors to the hotel & casino.
To target an audience whose interests overlap between Golden 1 Center and Hard Rock Hotel & Casino Sacramento, three strategies were employed: onsite engagement activations, concert sweepstakes and storytelling through social media content and public relations materials. Through these promotions, the partnership sought to generate meaningful and relevant leads for Hard Rock Hotel & Casino Sacramento while highlighting the emergence of Hard Rock Sacramento in the region.
Tabling was strategically implemented at a variety of events to best connect with a crowd who would likely enjoy the Hard Rock Hotel & Casino Sacramento brand. Tabling for this partnership occurred at five Golden 1 Center concerts including Jennifer Lopez and Dave Matthews Band, as well as at the three-day California Classic summer basketball showcase, and at DOCO Block Party, an open-air community event in the plaza outside Golden 1 Center. To incentivize signups, guests were offered complimentary drink vouchers and were invited to participate in a fun, casino-related activation, the Money Machine.
Additionally, two sweepstakes featuring the prominent acts of Eric Church and Dave Matthews Band were created to target a relevant audience. These sweepstakes utilized compelling prizes to entice fans to sign up, with each concert sweepstakes offering the chance to win two suite tickets to the concert and $100 in food and beverage credit. Upon entering the sweepstakes, fans were required to opt-in to receive email communication from both Hard Rock Hotel & Casino Sacramento and Golden 1 Center.
This promotion was effective in significantly supplying Hard Rock Hotel & Casino Sacramento’s marketing database with additional contacts. These efforts, which spanned from July of 2019 through March of 2020, secured meaningful leads from relevant target audiences.
Total Signups Through Onsite Activations
Total Concert Sweepstakes Entries
Total Impressions Through Sweepstakes
To reach members of the Greater Sacramento community who would be interested in the offerings at Hard Rock Hotel & Casino Sacramento, Golden 1 Center activated the following channels:
IN-PERSON ENGAGEMENT THROUGH TABLING
PROMOTIONAL EVENTS AND CO-BRANDED SUMMER CONCERT SERIES
IN-ARENA PROMOTION THROUGH DIGITAL SIGNAGE AND CO-BRANDED USHER PINS
PUSH NOTIFICATIONS THROUGH THE KINGS + GOLDEN 1 CENTER APP
ORGANIC SOCIAL MEDIA POSTS ON FACEBOOK AND TWITTER