Making Simulcasts Work For Harrah's
It is worth noting that the whole simulcast experience could have been a bust for Harrah's, had Convergent not had the know-how to pull it off. Even with the challenge of coordinating 17 two-way satellite uplinks in real time, this Atlanta-based carrier made it happen.
One of Convergent's secrets was organization. All 80 contest finalists were seated in areas covered by cameras, so that switching to winners during the live feed could be done fast. Meanwhile, in order to buy time for the switching crew, the name of the winning casino location was named before the winner was announced. "That way, when the winners' names were announced, we shot right to them to show excitement," says Adrienne Blakesee, corporate director of Harrah's Communications Networks.
Creating A Sense Of Community
The true genius of Harrah's use of satellite-delivered business TV is the effect it has on the company's Total Rewards members. It is not just the range of cash prizes-- culminating in the $1 million grand prize--that excites and motivates these customers, although this obviously helps. No, it is their ability to see and hear their fellow Total Awards members in Harrah's casinos nationwide that creates a sense of community among them. In a sense, these giveaways become a shared experience for everyone involved, no matter where they may be during the draw.
Moreover, these simulcasts are very good for business. For instance, the very first Total Awards giveaway in December 2000 created a tremendous amount of traffic for Harrah's. In fact, "This was the most successful promotion in the company's history," says Harrah's Senior Vice President of loyalty marketing, David Norton. "We took what was traditionally a slow month, and turned it into a busy one. Every participating Harrah's casino was packed."
Satellite Simulcasts Are No Gamble For Harrah's
Since the success of its initial simulcast in 2000, bringing together Total Rewards members by satellite has become an annual event for Harrah's. In doing so, the company has developed a unique promotional vehicle that generates excitement and media buzz, and brings customers into its casinos to boot.
"We think the Grand Prize simulcast is the ideal way to unite our Total Rewards customers," Norton says. It is a unity that just would not have happened without satellites.
James Careless is senior contributing editor to Via Satellite.
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