Abe At Beau
Beau Rivage Resort & Casino
Beau Rivage Resort & Casino
CHALLENGE
Promote the installation of about 100 new penny slot machines at Beau Rivage Resort & Casino, an MGM Resorts International property on the Gulf Coast of Mississippi.
The real challenge: Beau doesn’t have the most penny machines. Or the highest percentage. Or exclusive games. And 100 isn’t that big of a number. So how do we get people excited enough to talk about this?
BIG IDEA
Make the audience part of the story.
Where’s Abe?
It started with a rumor about a missing president. I wrote a ‘news story’ to plant the seed that Abe Lincoln had gone AWOL, and that he had been spotted playing the penny machines at Beau Rivage. TV, print and outdoor followed to add layers of curiosity. Each medium directed audiences to Abe’s Facebook page, where he was keeping his fans updated on all his adventures at Beau.
Once this brief traditional media push ended, it was up to Abe’s social media content to keep his audience engaged. Honest Abe managed to gain over 1,200 loyal and active fans in just a few weeks. The best part was, they weren’t just talking – they were talking about the new penny slots, and how much they enjoyed playing at Beau Rivage.
Abe’s fans loved him so much, we actually had to arrange an on-property meet-and-greet exclusively for them. Little did they know, Abe’s voice was really me the whole time.
Promote the installation of about 100 new penny slot machines at Beau Rivage Resort & Casino, an MGM Resorts International property on the Gulf Coast of Mississippi.
The real challenge: Beau doesn’t have the most penny machines. Or the highest percentage. Or exclusive games. And 100 isn’t that big of a number. So how do we get people excited enough to talk about this?
BIG IDEA
Make the audience part of the story.
Where’s Abe?
It started with a rumor about a missing president. I wrote a ‘news story’ to plant the seed that Abe Lincoln had gone AWOL, and that he had been spotted playing the penny machines at Beau Rivage. TV, print and outdoor followed to add layers of curiosity. Each medium directed audiences to Abe’s Facebook page, where he was keeping his fans updated on all his adventures at Beau.
Once this brief traditional media push ended, it was up to Abe’s social media content to keep his audience engaged. Honest Abe managed to gain over 1,200 loyal and active fans in just a few weeks. The best part was, they weren’t just talking – they were talking about the new penny slots, and how much they enjoyed playing at Beau Rivage.
Abe’s fans loved him so much, we actually had to arrange an on-property meet-and-greet exclusively for them. Little did they know, Abe’s voice was really me the whole time.
