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What promotional elements were used in the "What Happens Here, Stays here" campaign?
It’s the “Know the Code” campaign created by the Las Vegas tourism department. It’s essentially an anti-social media push in certain circumstances. [ Of course, Vegas tourists want you to Tweet/Facebook about their restaurants, casinos and entertainment but warn against taking photos of people and sharing them through the same social media facets. They even have a place on their Facebook page
where you can “Report those who violate the code” through their Facebook page. I first saw a video on TV and as I dug into it more, I thought it was interesting that the Vegas tourism department used social media to encourage visitors NOT to use social media. Further more, they created rules about what’s acceptable and what’s not when it comes to Facebook-ing, YouTub-ing and Tweeting. I think this campaign is successful for a couple different reasons: It creates buzz around Vegas and buzz equates to more visitors. More visitors create more dollars. It demonstrates that Vegas is still a “cool” place to visit and shows that they understand issues and challenges that their audience faces. Not only do they understand their problems, they’re proposing a solution. It created interactivity for participants rather than just allowing the audience to view their site. Audience members can sign an oath, respond to Facebook messages and Tweet “#knowthecode.” ]
Expert answered|markworley|Points 50|
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Asked 8/14/2012 6:02:48 PM
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what role the promotional mix plays on the product life cycle?
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