How do you create a social campaign around NOT sharing? Around amazing things you’re honor bound NOT to reveal? This was the challenge in redefining the iconic “What Happens in Vegas, Stays in Vegas” campaign for a digital world.”


The Box is Open

A rich array of social teaser content and (social scavenger) Hunt tactics ultimately drove curious followers to a site that hosted the digital “Mystery Box” – a real world #WHHSH generator through which fans could access the Box via social actions to claim incredible, exclusive Vegas-only experiences.

Users followed the on-site countdown until a new prize package was unboxed then simply by using #WHHSH as directed – such as posting a favorite Vegas memory – fans were entered into the sweeps opportunity.