NON-TRADITIONAL MEDIA

Interactive

A key component of the campaign is FindYourselfAtIP.com, a fully interactive Web site; the URL is the prominent call-to-action on all elements. On the site, visitors can digitally find themselves at IP. They simply upload their picture, place themselves in various scenarios at the casino and share with the world what craziness their other self is enjoying at IP via e-mail, digg, Twitter, Facebook and other social networks. Visitors can also opt in to receive text updates from their other selves.

In addition, we are sending broadcast e-mails to our player database, placing online banners and creatively utilizing social media. For example, we created a Twitter page for “your other self” so consumers can follow the exploits of their less-inhibited other selves at IP. If you are stuck in a meeting, there’s solace in knowing your other self is enjoying a mojito by the pool at IP.

The interactive executions employed in the campaign exhibit a sophisticated utilization of Web 2.0. Rather than being a passive or static extension of a traditional media campaign, “Find Yourself at IP” allows our audience to interact with the brand in ways they cannot with other casinos. This gives our campaign extended reach and breeds positive word-of-mouth.

On Property

Find Yourself campaign elements will also be used on property. The personality of Your Other Self will be seen throughout the casino. Some of these tactics include:

Room keys
Door hangers
Newspaper wraps
Duratrans
Drink napkins
Table tents
Notepads
Mirror clings
Photo kiosk in lobby
Poker chips
Pole banners

Off Property

Outside of the resort there will be various executions of the campaign, many seen in unexpected places. Street teams will also be used to introduce the campaign with the following promotional items:

Airport kiosk and projection
Bumper stickers
Decks of cards
Mirror clings
T-shirts
Water bottles

Street Teams

Around key dates and events in various markets on the Gulf Coast, we will send out street teams to promote the campaign. These teams will collect e-mail addresses in exchange for items such as Find Yourself beach towels, cups, bumper stickers, water bottles and decks of cards. These face-to-face contacts will again reinforce the fun atmosphere of IP.