LAS VEGAS VR ACTIVATION & SOCIAL MEDIA CAMPAIGN
Challenge:
To amplify Las Vegas’ exclusive virtual reality content through the ‘Virtual Vegas’ creative concept.
Solution:
Hill Balfour organised and executed a VR pop-up experience at Boxpark, London. Putting the destination front of mind for ‘younger explorers’ in the UK in a fun and engaging way, the three-day event invited the public to come in and experience Las Vegas through VR. On the final day, a dedicated blogger and digital influencer event was held to showcase different sides of Las Vegas and introduce this exclusive group to representatives from the LVCVA, Virgin Holidays and key partners.
The event attracted popular digital influencers with a huge social following, generating over 160 posts with a total reach of 1.27 million new fans and followers. As a direct result of the event, Doug Armstrong (popular YouTube blogger and presenter) visited Las Vegas in association with the LVCVA and Virgin Holidays. A total of nine radio interviews took place, including with Sky News Radio (26 million listeners) and Share Radio (50,000 listeners). The total number of listeners reached was 29,921,500 with a value of £550,773.
Media Roll Out:
Introducing European consumers to new experiences in and around Las Vegas, Hills Balfour was appointed to manage the Las Vegas Convention and Visitors Authority’s social platforms across the UK, Germany, Italy and Scandinavia. To ensure organic growth and positive consumer interaction and conversation, we produced a consistent stream of engaging and enticing content, driving new followers and fans to the European pages. Partnerships with relevant influencers also helped shape the campaign and within the first ten weeks the brand’s Facebook following had increased with over 102,000 new followers. Popular Instagrammar The Fella also shared 44 pieces of content he’d created from visits around Las Vegas with his 239,181 social media fans, which resulted in 20,358 likes.
