Harrah's Leveraging Employees As A Marketing Medium
Individual units can put their own spin on the theme. The goal, Norton says, is for employees to brainstorm ideas behind the scenes (such as, "What part do you play?" and "How do you build upon that role?") and convey these messages through signage that may take on the form of specially designed nametags, decorations on work apparel and poster-size visuals.
The effort reflects the brand's desire to shift from "fun and gaming" to a more "social aspect," according to Norton. "[Consumers] might win or lose but they want to have a great time and the employees are the ones that can deliver that experience," he says.