My Vegas is Showing: Brand Utility + Event Based Social Networking

See demo | Create a Profile | Send Me An Invite

One of the best things about working for a “Web shop” like Critical Mass, is that we actually get to conceive, design and build the kinds of online applications that the big brand agencies are still mostly talking about.  “Branded Utility” has become an elusive phrase within the industry where few case studies actually exist.  Nike + and The Dominoes Pizza configurator offer glimpses of the promise of brand utility which loosely translates to the opposite of advertising, as it has very little to do with messaging or articulating a brand’s promise.  Instead, branded utility offers some kind of functionality to an individual, group or community that serves some type of purpose whether it be rational, emotional or ideally both.

So instead of doing traditional digital marketing like banners or a microsite—we’ve recently launched the first iteration of the evolution of “My Vegas”, a combination of a “private social application” and utility that allows you to creative profiles, upload photos, manage trip details, compare attractions, schedule events coordinate activities with friends and more.  The platform is in it’s first iteration, so we have quite a bit of work to do on UI and integration with mobile—but it’s a start.  (It's also worth noting that Critical Mass is working with R&R Partners on this initiative.)

My Vegas is designed off two very simple insights:

People go to Vegas to have fun and “be someone else”
People travel to Vegas in groups and often “converge” at a common destination

This begs the question—what if we could get Vegas visitors excited about their upcoming trip and allow them to build anticipation with friends before actually going?  And what if they had a place to share “war stories” after?  The experience at this point offers two core features. My Vegas is sort of a “Facebook light” for you and your “entourage”, while the RSVP tool (Really Simple Vegas Planner) allows you to throw some events on a calendar and coordinate activities with friends.

RSVP Tool
One of the first things you’ll notice when using the RSVP tool is that we’ve broken the traditional “loading page” approach and went with a more “liquid” interface dynamically slides in steps from right to left while displaying a brief “burst” of motion.  Why?  Uh, because it’s Vegas baby—that’s why.  One of the challenges of designing a Web application like this is to get lots of functionality in it it without losing sight of the “fun” part.  The RSVP tool allows users to plan a trip, and let friends know where they will be staying and what they’ll be doing.  After you are done planning your “Vegas getaway”, you can invite as many friends who will be able to see what your up to.  Likewise you can do the same with them.  For folks who want to connect with friends around a specific event (like an annual trip to Las Vegas) but don’t want the hassle of joining Facebook or Myspace, this might be for them.

My Vegas
The My Vegas portion of the application is where you can play around and really ham up your “Vegas persona”.  Here you can see that I’m “Rusty Armano”.  But I can change this to be pretty much any over-the-top character I want to be (over 100 to choose from). 

There are no advertisements on My Vegas, instead I can show my “entourage” what I like by choosing venues, events and restaurants in the area that I like and plan on checking out (I want to see Cirque’s new Beatles show).  In the age of influence, we pretty much know that this is the best kind of advertising there is.  It’s called word of mouth. 

There are also a few nice touches like customizable layouts and themes which can be quickly configured to meet your personal tastes.  It’s pretty quick to get a profile set up and like most social applications, you can invite people who you know to be a part of it.

My Vegas 2.0?
So here’s where I need your help.  As I mentioned earlier, the Web application recently launched and we’ve got lots of refining to do as well as enhancements.  If you are a regular reader here—I’d like to ask the favor of checking it out and putting your recommendations in the comments area here.  Where do you see UI improvements?  Whet’s not working?  What are ideal enhancements (mobile integration, integration with desktop applications like excel etc?).  I really want to know as I’m doing a bit of an experience audit.

Lastly, I will be using my profile on my Vegas to post all of my pictures and some updates for Microsoft’s upcoming Mix 08 which is taking place in Vegas.  If you want to be part of my “entourage”—set up a profile and then send me an invitation to this e-mail address.  I’ll add you back and we’ll be be up to no good in no time.  See you in Vegas! (or at least on My Vegas). 

Comments

[AV]

I go to Vegas sporadically and never with much planning. As a result, I often find out I was in Vegas while someone else was there and we didn't get a chance to connect. I'm hoping this will help me get organized.

A few things I've noted: the clubs and venues have little blurbs and contact information for locales, but there is little else. I think the site would better serve the cause by providing more data, in the style of sites like Vegas.com or Clubzone.com which have much more information, from dress code to cost.

User comments directly on venue pages would help, with the option to bump up comments that help and vote off comments that are not useful by other users.

You're right, word of mouth is excellent, but for those who are new to Vegas, who don't have many friends with know-how, finding a place may be tricky. I know I was overwhelmed the first time I looked at a list of clubs--it was endless. On the Strip? Off the Strip? Downtown? Yikes.

Have you seen Lonely Planet's Bluelist page (http://www.lonelyplanet.com/bluelist/)? Users on there list their favorite places and why they like them and others (not necessarily friends) vote on how helpful their lists are, adding a degree of interactivity. Bluelists are easy for anyone to search using keywords. I think something like that would really add an extra dimension to the uninitiated.

When you run a search for something and you get the results, you don't have a favorite button right on there. You have to click on the item to add it. It was a little time consuming when I was running around adding places I like.

Is there any way to add a Twitter badge on there for up-to-the-minute updates on what you're doing for your non-tweet friends to keep tabs on where you've gone? LOL.

Besides all this, I'm digging the site. I have hopes it will resolve my disconnect issues. Also the maps are FABULOUS. So helpful.

If I think of anything else, I'll let you know...

[AV]

Also, what is my URL? I can't seem to find it!

I wish we could make our own, like http://www.visitlasvegas.com/vegas/my-vegas/nyname.jsp

[David Armano]

GREAT suggestions. More please.

[Hup]

You guys should team up with my girl Tracy out there in Vegas - she is the queen of Vegas nightlife and runs http://www.napkinnights.com.

That way you are truly a one-stop shop - get the people out there, now hook them up with someone who is tied to the local nightlife once they get there. You know that they're not actually going to use those hotel rooms, right?

If you need a contact, I can email you the info.

[Sean Scott]

Mr. Armano,

first of all i really like the concept you guys put together. Kudos for creating it and selling it through.

A few suggestions from me would be the following:
1. Upcomming.org Mashup
Since Vegas is all about events, i'd love to have a calendar of upcoming vegas events/shows/conventions. Bonus if you can allow me to filter the noise based on my affinity and provide messaging alerts in the vein of, "hey sean we missed you. btw uxp conference is going to be in vegas during the first week of may"

2. Dopplr Mashup
Sometime of dopplr functionalit would be cool, as if i don't have time to use the RSVP tool i can still let my friends know when i will be in town.

All for now :)

[Jen, writer MembershipMillionaire.com]

First, let me just congratulate you guys on the wonderful layout of the web site. It looks like each and every detail was given utmost attention and so the overall result is undeniably Las Vegas! The Generate Your Las Vegas name is pretty nifty as well! This is a great idea and I'm sure is getting a lot of people excited about Las Vegas right now!

[gianandrea facchini]

David, terrific. This is awesome.