Case Studies
SkyCity's Rat-astic Lucky Bags Up For Grabs
Background
SkyCity, an entertainment group with an array of activities in Auckland, aspired to captivate more local and international visitors during the Chinese New Year. Good luck and fortune are two things typically associated with Chinese New Year and casinos, and thus it draws parallels to people visiting casinos.
Objective
As an online and offline campaign, participants will first complete a survey online, which includes the inputting of personal information (name, email addresses), personal interests to have an understanding of their zodiac sign. After this, the participants will receive a QR code in which they will visit an interactive vending machine located at SkyCity to receive their ‘fortune.’ As they proceed to the machine and scan their QR code, participants will collect their lucky bag, which will include coupons to SkyCity’s stores and sponsors.
Solution
As an online and offline campaign, participants will first complete a survey online, which includes the inputting of personal information (name, email addresses), personal interests to have an understanding of their zodiac sign. After this, the participants will receive a QR code in which they will visit an interactive vending machine located at SkyCity to receive their ‘fortune.’ As they proceed to the machine and scan their QR code, participants will collect their lucky bag, which will include coupons to SkyCity’s stores and sponsors.
Result
The notion of receiving a fortune creates a sense of authenticity that associates traditional Chinese New Year activities, which prompted a high interest in both Chinese and international visitors. This campaign attracted above 5000 participants, and of those 5000 participants, almost everyone followed SkyCity’s social media platforms.
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