Category: Titanium and Integrated
Advertiser: MOHEGAN SUN
Product/Service: CASINO
Agency: PEOPLE IDEAS & CULTURE
Chief Creative Officer: Domenico Vitale (People Ideas & Culture)
Chief Creative Officer: Doug Raboy (People Ideas & Culture)
Copywriter: Grace Harris (People Ideas & Culture)
Idea Architect: Maxie Etess (People Ideas & Culture)
Idea Architect: Kristen Mordini (People Ideas & Culture)
Account/Production Lead: Sam Barr (Profero)
Creative Director: Scott Clark (Profero)
Art Director: Maria Usbeck (Profero)
Designer: Desmond Cheung (Profero)
Industrial Designer: Joe Doucet (Joe Doucet Co.)
Director Of Photography: Rob Barocci
Camera Technology: (Digital Air)
Web Technology: (Solarsilk)
Fabricator: (IPD)
Audio Visual Engineer: (Mbha)
Media placement: Installation - Mohegan Sun Casino In Connecticut - 1/3/12 - Permanent
Describe the campaign/entry
With 30,000 people a day visiting Mohegan Sun, how could we encourage more of these visitors to share their experience online?
Enter the Shine 360°.
Shine 360° is a 24-foot wide, 360-degree permanent installation in the casino. It uses 48 high-speed cameras to capture a moment from all angles, making it the first installation to use this type of glam cam technology for a brand-sponsored social media campaign. The footage is compiled into a 360-degree video, allowing visitors to instantly share their own 'frozen moment' on all their social networks.
Describe how the campaign/entry was launched across each channel in the order of implementation
Shine 360° launched at the beginning of March 2012. It was announced in a press conference attended by numerous regional and national reporters. We also advertised the launch to current Player’s Club members using the casino’s current CRM methods. Finally, the installation was heavily promoted throughout the property.
Give some idea of how successful this campaign/entry was with both client and consumer
The client was very pleased with the finished installation. According to the VP of marketing communications, George Galinsky, “The media value in digital alone is just going to be incredible”. Thousands of visitors have already tried out Shine 360° and shared their experiences on social media in the installation’s first few weeks. It is still too early to more precisely determine its consumer impact, but all signs point to the installation being a success.