Agency:Media Storm/Taxi NYC/Monster Media/Primal NY
Client Organization:Mohegan Sun
The goal was to develop a relevant, interactive experience designed to drive consideration of Mohegan’s flagship property in Connecticut. The experience needed to be both engaging and informative while appealing to the young, affluent group (which skews male) working in New York’s financial district. The activation needed to complement other in-market campaign initiatives such as elevator advertising in 86 financial buildings, a Wall Street subway station domination, and a hyper-targeted digital campaign as well as coming off of a Tribeca ESPN NY Film Festival Sponsorship in April. Given the targets’ propensity to share information amongst their peers, creating something that could start a conversation and travel by word of mouth was extremely important. Along with being a compelling interactive experience, the execution needed to have the ability to showcase all of the properties amenities including the 3 casinos, hotel, golf course, spa, arena, restaurants, shops, clubs and more.
The casino landscape in the Northeast region has become increasingly competitive, especially in the New York Metro area. While not as robust in their offering, new more conveniently located casinos are appealing to customers; which in turn is leading to a decline in overall traffic to Mohegan Sun. In an attempt to counter this decline we undertook a comprehensive analysis of player loyalty data to uncover unique and actionable insight. What we determined was that while total trips are down; profits per trip from New York have increased due to high-stakes gaming. We also identified that affluent NY customers seeking a premium experience were increasingly becoming an important priority audience and exciting area of opportunity. With the breadth of experiences along with the full list of VIP amenities available, including a world-class golf offering with a low level of awareness, it was clear that Mohegan Sun could appeal to young professionals working in the Financial District in NYC.
During the month-long installation, over 1,200 sessions were logged with an estimated 2.6MM OOH impressions. The execution received media attention with press coverage across multiple digital news and industry trade outlets, resulting in over 10 Million unique impressions. The social media efforts increased exposure reaching over 275,000 through promoted Facebook posts, resulting in 16,000 video views. The LinkedIn campaign proved to be engaging, garnering a high interaction rate with 3,600 clicks. All of the social efforts included email capture, which was later used strategically to send targeted, unique hotel offers. The highly successful campaign garnered positive traction in the metro New York market, including new loyalty program signups, increase in frequency of visits as well as spend per trip. Based on the positive response among the target, we are looking to increase marketing efforts in the financial community, throughout New York, Stamford and Boston for 2015.