Over 500,000 visitors would seek Las Vegas accommodations during July 4 weekend, including independent travelers and brand loyal patrons. With competitive publicity peaking during the highly traveled weekend, Caesars launched a large-scale media plan utilizing only a $5,000 incremental budget. Due to the significant amount of advertising and influence that naturally consumes a Las Vegas visitor, the campaign had to be powerful yet tactical to break through the clutter.Targeting mobile devices was the ideal solution to reach this audience since travelers use their mobile devices as the primary means for research and information when away from home. The overall strategy focused on promoting all Caesars properties and amenities through a locally targeted Google Mobile Search buy.

An extensive keyword buy on all Vegas-related terms including hotels, dining, entertainment and nightlife, ensured that anyone searching Google in the Las Vegas area would come face-to-screen with quick, clickable access to Caesars offerings. Similar Caesars amenities were paired along with our competitors to tightly correlate search ads with search intent. If someone was interested in Italian dining and searched for “Scarpetta at Cosmo,” they saw “Rao’s at Caesars Palace” in first position. By dominating the mobile search space, we were able to put Caesars in front of visitors at the very moment when decisions are made.

Mobile was the best platform for low-cost competitive targeting in an attempt to steal a share of wallet from those staying at other hotels. It is always a challenge to secure 100% share of voice, especially within Las Vegas, however this campaign utilized a unique strategy to obtain complete saturation within search results and stand out from competition.Caesars generated immense brand awareness, reaching first position on over 115,000 mobile queries during the four-day campaign. Over 2,300 mobile searchers clicked through to directly access Caesars information through site visits and calls via “Click-to-Call” functionality. Competitive targeting deterred over 600 users from their desired destination and towards Caesars offerings. Overall, the plan saw a 20% conversion rate and over $16,000 in direct revenue. Based on a $5,000 investment, the campaign drove roughly a 3:1 ROI. Caesars has integrated Mobile Competitive Conquesting into the core business strategy for 2011/2012.

Caesars generated immense brand awareness, reaching first position on over 115,000 mobile queries during the 4-day campaign. Over 2,300 mobile searchers clicked through to directly access Caesars information through site visits and calls via ‘Click-to-Call’ functionality. Competitive targeting deterred over 600 users from their desired destination and towards Caesars offerings. Overall, the plan saw a 20% conversion rate and over $16,000 in direct revenue. Based on a $5,000 investment, the campaign drove roughly a 3:1 ROI and has led to additional investments in mobile conquesting.