Last week I attended Blogworld Expo 2010 in Las Vegas and although my intent was to gain knowledge and insight into the latest practical utilities for social media, I also was there to observe public relations applications. I saw some interesting PR practices and integration at this conference and will blog about them in further posts, but today I would like to highlight one of the best. It came from Cirque du Soleil’s Social Media Manager Jessica Berlin (@jessberlin.)
Jessica posted the following information on the Blogworld blog prior to the start of the show.
It’s almost here, my favorite time of year in Las Vegas – BlogWorld! Personally and professionally, BlogWorld has been a wonderful event and I know this year will be even better. For the past two years I’ve loved showing off our Cirque du Soleil shows to attendees, we have seven shows in Las Vegas now! So again this year I would like to invite bloggers to attend one of our shows in exchange for writing a review. Whether you’re experiencing Cirque for the first time or the tenth time, your Vegas trip is not complete without hitting one of our incredible shows.
To see the complete sign up registration process, click here.
So I took her up on it. I had a couple hours free most nights before the late night parties and I have always loved Cirque’s events, so it was a win-win for me. I went to two shows while in town, KA at MGM (I went as a guest of another blogger) and Viva Elvis at Aria.
Yes, the shows were magnificent, entertaining, memorable, show-stopping but, so was this promotion. I wanted to go on the record pointing out the brilliance behind this astute “freebie.“ Blogging kudos to Jessica for recognizing the power of bloggers. For a mere price of ticket, Jessica received press attention for her shows. Jessica is one of the few media relations executives who understands that in this day and age bloggers are media members. Each has a distinct audience of followers (readers) and she knew the value that bloggers provide in increased awareness.
Now, I don’t know Cirque’s social policy outside of the convention, but, Jessica understood that this conference is the only one in the world like it. Conference attendees are comprised of the top bloggers and podcasters in the world who each are dedicated enough to pay the pricey fee to attend Blogworld. This just wasn’t any conference, but the conference with the top mommy, non-profit, military, medical and tech bloggers. This was very smart – congratulations again Jessica.
Also, I would be remiss to point out that with this practice reviews keep remaining fresh on shows that are pretty much evergreen. Reviews normally only hit when a show is launched and after that, it’s pretty quiet in the media blogosphere. But, by offering free media passes throughout the year, these reviews will keep the show fresh even though they have been in the running for years.
And if that wasn’t enough. Jessica made the whole registration process easy and unobtrusive. We didn’t have to fill out lengthy forms or send several messages. She jumped on the comments immediately and gave us thorough instructions. It was painless.
A beautiful social media strategy which got this blogger to review two events and spread the good news about these two shows.
Well done Cirque du Soleil – even your social media is a class act.