Hard Rock
Relaunched an iconic brand through loyalty
Case Study
Challenge
Everyone knows Hard Rock, but mostly for their cafes and music memorabilia, not their wide array of casinos, music venues, shops, and incredible hotels and resorts around the world. Our challenge was to encourage discovery and exploration of this vast ecosystem by creating and promoting Hard Rock’s first global loyalty program in its 50 year history.
SOLUTION
We started by building a technology backbone to knit together over 200 locations across 75 countries. Then we named the program, UNITY, and designed a logo and identity system. Finally, we created a global integrated marketing campaign to promote the program. We put Hard Rock’s music DNA front-and-center to re-introduce the brand to the world. The centerpiece of our campaign was a reimagined version of the iconic Beatles song “Come Together,” recorded by TikTok darling and Grammy nominee Noah Kahan.
Earning Attention Through Entertainment
To get people excited about UNITY, we created a “Come Together” music video and supporting social content featuring Kahan and global Superstars John Legend, Shakira, and Leo Messi. Shot in New York City, Mexico, and Hollywood, FL, we made Hard Rock’s locations and amenities the ultimate star of the show. Our hero film appeared across social media and on live TV during the NBA and NHL playoffs.
Showcasing the World of Hard Rock
We created hard-working campaign content across the full marketing funnel that shined a light on Hard Rock’s amazing experiences and the key benefits of UNITY membership.
RESULTS
2.5x
INCREASE IN WEB CONTENT ENGAGEMENT
+200k
PEOPLE JOINED OUR EXTRAORDINARY EXPERIENCES
20%
INCREASE IN CROSS-LINE-OF-BUSINESS REVENUE
Incentivizing Through Exclusive Experiences
To drive UNITY sign-ups, we captured intimate moments with each artist speaking about their favorite Hard Rock stories. This content was exclusively delivered to new Unity members along with a chance to win an exclusive experience such as a Noah Kahan or John Legend concert, Inter Miami tickets to see Leo Messi, or a trip to the Hard Rock Maldives.
