Mohegan Sun connects with Boston audience via interactive campaign
Mohegan Sun wrapped digital touchscreens around a half-dozen bus shelters in Boston this month, offering travelers a chance to play games and win prizes.
The interactive campaign, set to end next week, has succeeded in raising the casino’s profile in Beantown, according to George Galinsky, Mohegan Sun’s senior vice president for marketing communications.
The campaign was launched in response to internal research that detected “weakness” in the Boston audience’s awareness of Mohegan Sun, Galinsky said. Efforts to bolster that awareness have been ongoing for years and are not a response to Massachusetts’ licensing of casinos, he said.
Mohegan Sun vied last year for the sole Boston-area casino license that the Massachusetts Gaming Commission awarded to Wynn Resorts. Wynn’s casino in Everett, near Boston, is years from opening.
“We’re trying to educate consumers,” Galinsky said.
The touchscreens, promising "unlimited possibilities," bear a likeness of the Mohegan Sun tower in Uncasville. When someone taps a screen, a variety of things can pop up, Galinsky said, including match games featuring pictures of Mohegan Sun amenities, trivia games and, twice a day, coupons for overnight stays at the casino. People can also win tickets to Mohegan Sun Arena shows and other giveaways.
“It’s a great way for people to get to know the property better, to realize it’s more than a casino,” Galinsky said.
The touchscreen campaign was devised by the New York ad agency Taxi and Media Storm of Norwalk, among others.
Mohegan Sun deployed an interactive campaign in New York City last year, promoting its Baltic golf course and other amenities on Wall Street. Passersby could compete in a longest-drive competition, taking aim at an LCD wall and swinging their smartphones to drive virtual balls.
“We found a low level of awareness about our golf course,” Galinsky said, a circumstance the New York campaign targeted.
According to Mohegan Sun, 23 percent of its guests come from Massachusetts, 18 percent from New York.
b.hallenbeck@theday.com
Twitter: @bjhallenbeck
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