Playmgm App

• Playmgm App Outside Of Nevada
• Playmgm Casino App

Company: Publicis Sapient
Company Description: Publicis Sapient, the digital business transformation hub of Publicis Groupe, helps clients drive growth and efficiency and evolve the ways they work, in a world where consumer behavior and technology are catalyzing social and commercial change at an unprecedented pace.
Nomination Category: App & Mobile Website Categories
Nomination Sub Category: Entertainment

Nomination Title: playMGM

The date on which this nominated mobile site or app was first published: January 2018

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Briefly describe this mobile site or app’s objectives and how it has met those objectives (up to 200 words). If applicable, include here the platforms your app supports:

Playmgm App Outside Of Nevada

MGM’s acquisition of Borgata gave them a physical location in New Jersey, allowing them to bring their online gambling apps. The goal was to give playMGM longer shelf life than their different-offer-a-day competitors, drive market growth and recapture market share.

To drive market growth, we employed a psychographics-first audience strategy. We first determined the set of behaviors most closely tied to online gambling and then identified four new target segments: Deal Hunters, Finance Buffs, Digital Adventurers, and Online Gamers. Finally, we analyzed behavioral signals in relation to date-of-time and location to maximize on commute hours and waiting time.

Playmgm Casino App

Mobile was a fundamental part of our campaign. It spanned paid social, search, in-app, programmatic, native, sponsorships, audio streaming, video, and interactive rich media gaming units. Most importantly, it allowed us to let people game instead of just hearing about gaming.

We successfully reversed the double-digital decline and brought a flood of new users to playMGM, netting them the number two spot in the category. Aided Brand Awareness and Brand Favorability for the playMGM brand increased by 10%, while the digital campaign netted a 14.8 lift in awareness. The campaign drove 31,412 registrations, outpacing our forecasts by 74%.

List the appropriate creative and production credits for this app: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Publicis Sapient:
Chief Creative Officer: Anthony Yell
Group Creative Director: Brian Brown
Associate Creative Director, Copy: Peter Wagoner
Associate Creative Director, Design: Derek Montgomery
Copywriter: Josh Stein
Art Director: Aidan McDermott
Art Director: Jessae Brown
Junior Art Director: Mustafa Thomas
Creative Technologist: Andrew Matsumoto
Executive Producer: Mike Diaz
Producer: Terrence Stewart
Producer: Hannah Keating
Producer: Christine Cafiero
Producer: Alexandra Cleary
Social Strategist: Nicole Keimer
Junior Copywriter, Social: Leah Jarem
Designer, Social: Adam Jameson
Social Content Analyst: Sabina Tarraza
Media Strategist / Buyer: Shruti Tiwari
Media Strategist / Buyer: Rosmarie Salazar
Media Strategist / Buyer: Kate Martin
Media Strategist / Buyer: Michael Romano
Media Strategist / Buyer: Jeff Novak