Launched: MyVegas

Launched is a new series that I am doing to highlight practitioners who are using social media in consumer and B2B campaigns. The goal here is to show you what companies are doing out there, no theory or rhetoric, just real world examples of social media in action.

This edition features a private, branded social network for the Las Vegas Convention and Visitors Authority called MyVegas. The campaign comes from the folks at Critical Mass in Chicago and is a great example of creating a social utility around an experience. The site also does a great job of adding value to the user experience by making trip planning something fun. The RSVP (Really Simple Vegas Planner) boils down hours of frustrating phone calls and website visits into one fun, interactive tool. The site also allows for users to customize the look and feel as well as invite friends (or "entourage" as they call it) to partake in the planning.

Here is a quick video overview:

[Feed readers please click through to the post if you cannot see the video.]

Key takeaways:

• Creating a private social network isn't for everybody, this works because it centers around an experience and it adds value to the user
• The look and feel and copy writing are very much in tune with the Vegas theme and convey the attitude they're looking for
• Fun and interactive elements add value by simplifying a very complex and laborious process into a couple of easy steps
• The site uses the social elements of a network to connect people around the theme and make the planning experience better
• I'd love to see more takeaways (applications or widgets) from the site that I could use on other networks like Facebook and Twitter

Overall this is a great example of how to do this type of branded network the right way. If you are launching a new site, application, widget or campaign let me know and I may feature it in an upcoming Launched post.

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Comments

[Bill a.k.a. DR4WARD]

Thanks for sharing this example. The more we share and learn from case studies, models and metrics the better we become.

Keep Digging For Worms!

Bill a.k.a DR4WARD

[Matt Dickman]

Bill -- Thanks for the comment. I think more people need to see all of the cool things that are happening and how they impact the bottom line when done correctly.

[David Armano]

Matt,

Thanks for taking a fairly in-depth look at the application. We were honored to have you do one of your famous reviews on our work!

[Matt Dickman]

David -- You guys did some really nice work. I hope marketers take note of the execution and strategy behind this.

[Lewis Green]

Matt,

Here is my disclaimer: Both my wife and I find Vegas... ready for this--boring! It's all glitz and no substance in our minds, and we have traveled the continents, and I worked six years as a travel writer. So why do I share this?

Because what works for some is a complete and utter failure for others. And that is what marketers must understand.

So from a purely marketer's point of view Critical Mass did a great job on My Vegas. I know that because I couldn't spend more than about 5 seconds with the landing page. Way too busy for my tastes. That tells me that those who love Vegas likely will love the landing page. Critical Mass seems to understand the audience for My Vegas.

Good series, Matt.