The Hard Rock Hotel & Casino in Las Vegas launched a Sunday pool party this summer called Rehab. Agency IdeaWork Studios was enlisted to build excitement around the event. A Web site was launched, featuring scantily clad models aboard a plane, enticing customers to experience Rehab. It included interactive games and virtual postcards. The campaign also included billboards, fliers, MySpace banners, print ads and e-mail.
The pool used to generate $15,000 on a Sunday. Hard Rock says Rehab grossed around $6 million this summer. -Nathan Golia