Brand is about creating memorable experiences. Content marketing is about telling stories of memorable experiences that become engaging conversations. Since this is the time of year to reflect on the past and consider the future, I thought about my most memorable New Year’s Eve moments. While I’ve had many great ones surrounded by family and friends, December 31, 1996 in Las Vegas definitely resonates as the most memorable experience.
The Brand Experience
You see, in all their infinite wisdom, the powers that be in Vegas decided upon this date to unleash a secret project known then only as “Project Paradise”. Later, this would become Mandalay Bay. And, what better way to kick off the project than to implode a 1,200 room resort? The victim, of course was the 40-year old Hacienda.
The Storytelling
I was there, with friends, as close to the base of The Hacienda as authorities would allow us. Hundreds of thousands of people pushed from behind as my friends and I strained against the barriers to get a glimpse of what was to come. The Strip was absolutely electric with anticipation for the show. Fireworks erupted from atop the hotel to the thunderous applause of the crowd. After a terrific firework display, at 9 pm PST, there was a momentary pause as the pyrotechnics subsided and smoke billowed about the resort. Then, like a giant string of firecrackers starting off slowly then building momentum, explosions burst out of each of the windows of the resort (start at 5:15 on the video below). At last, another brief pause and then the thundering sound of the resort crashing to the ground. My friends and I were shoulder to shoulder, yelling at the top of our lungs but no one could hear a sound above the crowds and the crashing. Finally, the entire crowd seemed to collectively turn north on the Strip, as if the implosion was a sign from the Gods of Vegas, commanding us to begin the party. And so we did.
Don’t Own a Resort?
So you don’t have a resort to blow up? Don’t worry! You can still create memorable brand experiences. Just be sure to capture them with images and video. This way, the storytellers will have something to talk about and point to.
