Home  › Marketing › Strategies
caesars-dot-com

Caesars Entertainment Unifies Digital Properties and Business Practices

  |  June 14, 2013   |  Comments

In a massive engagement that spanned close to 18 months, ROKKAN redesigned or launched 41 digital properties for Caesars Entertainment.

In a massive engagement that spanned close to 18 months, ROKKAN redesigned or launched 41 digital properties for Caesars Entertainment, unifying them on the backend while differentiating the creative to create a unique customer experience for each.

The client is a global company that operates gaming and entertainment brands including Caesars Palace, Harrah's, Bally's, and Paris in Las Vegas and other cities. Some brands were acquired over time, and most had created their digital identities in isolation from each other, according to Chung Ng, chief experience officer and managing partner in ROKKAN.

The challenge, Ng says, was, "How do we create a consistent look and feel for Caesars Entertainment and yet distinct enough for each brand?" The problem was more difficult because there was a wide range of amenities at different properties.

ROKKAN created a design language and user experience that could remain consistent among all the brands but still allow flexibility. One key is stacked elements that let each property create modules based on the different amenities, such as casinos, shows, and restaurants.

Acting as the strategy, creative, and technology lead, the agency also built a global booking engine that's consistent across all properties.

ROKKAN has a large consulting business, and a significant part of the engagement focused on business strategy and business process redesign to improve e-commerce, customer acquisition, and loyalty. It conducted consumer research to supplement Caesars Entertainment's own customer insights.

ROKKAN found that, while customers identified strongly with individual brands, those who associated themselves with lower-priced properties were interested in trading up.

The integration of a single booking engine and integrated loyalty programs now allows Caesars to cross-sell and upsell.

"Players are very brand-associated. You're a Harris player, or a Caesars player," Ng says. "We found that the people who stayed at middle-tier or lower-tier hotels aspired to stay at, for example, Caesars Palace. We push them with aspirational messages."

For example, if an online customer came to book through the Harrah's website, it's now easy to insert a room card for Paris, with a promotional message, such as, "Stay at Paris for just $80 more."

A study of Caesars Entertainment's analytics showed that a lot of consumers were searching by market, rather than by property. "A lot of people who were brand-agnostic typically searched for these broad market categories that were dominated by large travel agencies. So, we thought, why don't we build our own version so we can capture our own traffic?" Ng explains.

In addition to the Caesars site and digital sites for each property, ROKKAN built five city-based properties, such as Total Las Vegas. They're unbranded but capture all the dining, shows, hotels, and gaming opportunities for all the Caesars properties in that city under one umbrella. "This also helped us cross-sell amenities," Ng says.

Ng could not disclose the total cost of the engagement, but summed it up by saying, "On the top level, it's a creative redesign, but backed by a lot of data and research on what is the best way to increase yield."

The agency's execs will be at Cannes next week, discussing how ROKKAN's business strategy and social media teams cooperated with creatives and developers on the Caesars project and other engagements.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...