playMGM Case study
WHEN YOU’RE BRINGING VEGAS TO NEW JERSEY
YOU GO ALL IN
And we did. While we knew were were talking digital apps and digital ads. We wanted to make a big splash IRL too. We took over trains, planes, and autobuses with ads and incentives… but we didn’t stop there.
We asked ourselves “how can we take a New Jersey staple and a Vegas classic and do a proper mash up?”
Hence Drift Roulette was dreamt.
New Jersey is known for it’s traffic circles or roundabouts. And what other circular object is more iconic when thinking about Vegas and gambling than the roulette wheel?
We combined these two symbols into one Fast and the Furious style activation.
One part New Jersey Drift Team.
One part Drift fans.
Add Drift Team to a closed course with some drones and let the Drift Fans digitally watch and bet on the larger than life roulette spins.
New Jersey is also known for it’s gas station attendants. Most states, people pump their own gas. Not in New Jersey. So we dreamt of doing a Vegas-style take over of gas stations up and down the New Jersey turnpike for a fuel stop with extra excitement.
Residency shows would have to travel from Nevada’s biggest city to New Jersey’s biggest airport. So we dreamt up an awareness installation as if the famous Siegfried and Roy (and co) made the journey.
A larger than life cat carrier with a digital, interactive tiger would be placed at baggage claim.
