To celebrate Vince Neil Ink’s first year anniversary, Harrah’s Entertainment challenged us to come up with an innovative online experience to engage customers.
We came up with the Vince Neil Ink Skin Show, an online contest encouraging users to upload images of their tattoos for a chance to attend an exclusive concert at sea aboard the Motley Cruise. Inspired by the American Idol judges, we had Vince Neil and two Harrah’s personalities judging the tattoos on the home page with comedic video snippets. Viewer’s votes also determined the finalists in the competition.
We drove traffic to the site through banner ads and through contestant’s own social networks to gain votes for their submissions. The microsite was a big hit with over 1,000 entries from across the U.S. and Canada, and a 75% opt-in rate for future emails from the tattoo studio.
