Background
In 2016, the Oakland Raiders sought to move to Las Vegas and play in a $1.9 billion stadium that required approval by Nevada’s state legislature. Grapeseed helped them roll out the “Build the Las Vegas Dome” Digital Video Petition Program to inspire Nevada voters to sign an online petition urging state lawmakers to vote YES on the Raiders’ new home.
Project Goal
- No-waste campaign to reach only voters in the state of Nevada
- Drive users to visit the microsite and sign the petition
Strategy
- Target 161,000 Nevada residents who have voted in past state elections by tying their home addresses to their voter files, then target them with ads on their desktop PCs, tablets, smartphones, and cord-cutting applications
- Show these pre-qualified voters an informative 30-second video that describes the project, its value, and how to take action
- Deploy pre-, mid-, and post-roll in-stream video, in-banner video, expandable and push-down ad units across desktop, tablet, and smart-phone (in-app)
- Align campaign with trusted local and national news, sports, and business sources, such as Fox5 Vegas, Las Vegas Sun, CBS Las Vegas, CNN, Yahoo! Sports, and The Wall Street Journal
Platforms
- Display
- Connected TV
- Digital video
