Partner with Niche creators to brainstorm ideas.
Share authentic content.
@Vegas provided the @JoinNiche creators with a set of brand guidelines and a list of restaurants, pools, dayclubs, shopping centers, entertainment venues, and other attractions to visit. Each content creator was asked to geotag his or her Vines and Tweets and use the hashtag #VegasSeason so that millennials could easily follow their adventures.
@Vegas was careful, however, not to create too many restrictions.
Develop a long-term relationship with your audience.
The @Vegas team used Twitter’s ad retargeting capability to ensure that users who had engaged with #VegasSeason Tweets and Vines saw fresh campaign content as soon as it was released. This enabled the brand to create and sustain a long-term relationship with its audience.