HSN, Harrah's to launch sweepstakes-focused campaign

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Retailer HSN and casino company Harrah's Entertainment will launch a campaign June 1 to promote HSN's 33rd birthday. Dubbed “Lucky 33 Birthday Celebration,” the effort will include sweepstakes, e-mail, direct mail and package inserts.

Interactive promotions firm ePrize is creating the contests, while Vanguard Entertainment, which works with HSN, is designing the overall campaign.

Deb Nelson, director of strategic marketing alliances at HSN, said the companies have been creating the campaign for a year.

“This is a complete 360-degree marketing campaign that utilizes all of HSN's and Harrah's consumer touchpoints,” said Nelson.

On June 1, the casino company will give HSN gift cards to select Harrah's Total Rewards members through local promotions. Consumers will be able to visit www.TotalRewards.com to enter and play the HSN $185K Birthday Giveaway interactive contest.

Nelson said HSN will use collected data for remarketing to consumers who have opted in to receive additional information and offers.

“We will be reaching out to those who play our $185K Birthday Giveaway game or redeem one of the many HSN gift cards tied to the promotion with e-mails, reminding them to play the game and promoting our birthday celebration,” she said.

Consumers will be able to participate in another online contest, which will debut in July. They can enter to win grand prizes including a trip for two to “HSN Live in Vegas” and a shopping spree at Harrah's Planet Hollywood Resort and Casino on August 14 and 15.

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