In the same way advertising titan Leo Burnett found success humanizing brands with mascots like Tony the Tiger, The Pillsbury Doughboy and the Jolly Green Giant, the new generation of social media marketing invites consumers to glimpse behind a logo and to the humans behind a brand. While many companies shy away from this idea in fear of losing control of their brand, some take a more daring approach.
Monte Carlo Resort and Casino in Las Vegas has virtually developed its social media voice around key players in its brand. Among them, President Anton Nikodemus,Vice President of Marketing Jessica Cipolla-Tario, and Executive Director of Casino Marketing Johnny Quinn use Twitter not only to tout their brand and offer value to consumers, but also to show off the personality behind the hotel through banter with followers as well as each other.
Earlier this week, the three executives launched a groundbreaking Twitter competition in which each executive created a Monte Carlo package deal of their favorite indulgences based off of their Twitter namesakes: A battle royale to be promoted solely via social media.
While the deals speak for themselves (with perks ranging from room specials to discounted dinners, show tickets to spa packages), the real fun comes from the personality behind each package. Do you see yourself as a member of #TeamJohnny, hanging with the Jabbawockeez and buying rounds of drinks for friends, a player for #TeamPrez, indulging in steak dinners and a lavish VIP status, or the star of #TeamDiva, treating yourself to the ultimate spa experiences? There’s something relatable for everyone. And once you’ve heard about the Twitter rivalry, it’s hard not to root for a team. The friendly competition between executives has been non-stop.
All trash talking, name-calling and dance battling aside, it all comes down to one superseding lesson in marketing: Humans connect with humans, not logos. Since implementing personality strategies while working with Digital Royalty, Monte Carlo Resort and Casino has nearly doubled it’s revenue per available fan and follower (Rev/PAF). The money doesn’t lie.
In addition, Monte Carlo is conveying that a stay at their property is not a purchase, it’s an experience. Executives are not looking to take your money and run – they want you to enjoy every moment from check-in to checkout. This type of experiential hospitality based on trust and consistency is what makes visitors stay longer and more often and spend more money. With trust being a human virtue, it all circles back to people connecting to the personality behind the brand. As seen with the Executive Packages, social media is the ideal vehicle to put a face to the brand and subsequently nurture a connection and trust, which in turn encourages people to act, and when they realize the experiential perks of staying at the property, that trust is solidified. A perpetual cycle of a medium supporting an idea that is carried through upon arrival.
Your company may not have a Tony the Tiger or Jolly Green Giant, but your brand’s CEO may follow after charismatic social media powerhouses like Tony Hsieh and Richard Branson, who have become pillars of brand recognition and customer relations. Whether you show up to the social media space or not, people are going to talk about your brand. You might as well show up with a plan, a purpose and a personality and put a face on your social media presence. We’re tracking revenue for each executive package and while we won’t reveal which personality is in the lead, we can confidentially say that in the end, Monte Carlo is the real winner.
Interested in learning more underlying values that power effective social media campaigns? Learn more about our educational division, Digital Royalty University, by emailing Info@TheDigitalRoyalty.com.
