Issue: Since opening its doors in October 1996, Mohegan Sun has grown to be among the top three largest casinos in the U.S and one of the East Coast’s premiere resorts, delivering unforgettable experiences to more than nine million visitors each year. As the all-encompassing resort complex approached its 20-year milestone, Mohegan Sun challenged Coyne to drive media and consumer buzz surrounding the brand’s month-long 20th Anniversary celebration featuring a lineup of more than 50 concerts, comedy specials and celebrity events.
Idea: To generate awareness for Mohegan Sun’s 20th Anniversary celebration, Coyne proposed creation of a 360 virtual reality (VR) video to truly bring the brand story to life through a unique consumer experience. A five-minute-long VR video was produced showcasing Mohegan Sun’s spectacular property, resort amenities and entertainment venues, bringing the viewers along a real journey, as if they were right there on-property. A month-long celebrity studded celebration plan was engaged to support the entertainment messaging, with an A-list headline performance scheduled every week and a special focus on the actual anniversary VIP weekend set for mid-October. The full lineup was then teased to media along with invites to attend special performances during the VIP weekend. The one-of-a-kind 360 VR video was also created to convey the brands’ successful 20-year-long story through an immersive and memorable consumer experience, to both -differentiate the brand from competition and commemorate the exciting company milestone.
Impact: The team has garnered more than 847,000,000 impressions and approximately $6 Million in comparative advertising value to-date. Nationally, broadcast coverage included segments on E! News, Entertainment Tonight, Elvis Duran and the Morning Show and Boomer & Carton, as well as online hits on People, CNBC, Us Weekly, FOX News and Life & Style among many others.