Covert Cache
MGM National Harbor
February 1, 2024 - March 30, 2024
Project Category: Event Branding, 360 Marketing
Overview: Covert Cache was a two-month casino promotion, which I proposed, planned, and promoted on behalf of the Brand Marketing department at MGM National Harbor. Throughout the promotion, participants were encouraged to play a series of spy-themed kiosk games to win up to $25,000 in FREEPLAY daily, as well as entries into MGM National Harbor’s mid-finale FREEPLAY drawing and grand finale car drawing.
From an operational standpoint, Covert Cache was very similar to hero promotions that the property had done in the past, giving participants daily chances to play select kiosk games in order to win daily prizes and drawing entries. What differentiated Covert Cache from other hero promotions, however, was that it was the first hero promotion held by the property to incorporate an element of creative storytelling, ultimately creating a universe of events in which guests were treated as special agents who were recruited to complete a series of classified missions. The missions in question were then to (1) enter the facility, (2) play the Covert Cache Kiosk Game series, (3) cache your rewards during the $50,000 FREEPLAY Extraction Drawing and (4) secure a getaway car during the Grand Escape Car Drawing.
Building on this narrative, I collaborated with various departments to develop an integrated marketing campaign, which incorporated creative messaging (written by myself), artwork, and activations designed to fully immerse MGM National Harbor guests into the Covert Cache spy theme while on property and beyond. As a result of my strategic and creative efforts, Covert Cache was MGM National Harbor’s most successful hero promotion to date, achieving nearly 90% growth from the 2023 hero promotion that proceeded it.
Responsibilities: Campaign Strategy, Brand Management, Creative Direction, Copywriting
Promotion Performance
10% increase
in total number of plays from previous hero promotion
$30 increase
in average spend per player from previous hero promotion
$400 million
in total gaming spend spent while earning plays
Gaming Strategy
Gaming Operations
Throughout the two-month duration of this promotion, guests were encouraged to play two tap-to-win kiosk games from the Covert Cache kiosk game series. The first kiosk game was known as “Classified Cases” and was a low-earning kiosk game, that allowed guests the opportunity to tap open a briefcase to reveal a prize. The second game was known as “Vaults & Valuables”, and was a high-end kiosk game, which encouraged guests to crack open a vault to reveal similar prizes of a higher value.
As games within this series were exclusive to MGM Rewards members, guests who were interested in participating would need to register as members within the MGM Rewards program prior to participating.
Plays into the game were then accumulated when members used their MGM Rewards card while playing slot machines or table games located throughout the property. With earned plays, guests could then access either game within the Covert Cache series, where they had the opportunity to win up to $25,000 in FREEPLAY daily, as well as entries into the mid-finale drawing on February 24, 2024 and grand finale prize drawing on March 30, 2024.
Player Experience
Throughout the duration of this promotion, guests were treated as if they were special operatives recruited to perform daily mission assignments at MGM National Harbor. Reminders to complete their mission assignments were positioned throughout the property in the form of digital and print signage, event displays and flyers. Reminders were also delivered across owned and paid media channels to include web, email, direct mail, social media and OOH ads.
Completion of daily mission assignments would then lead players to win instant FREEPLAY daily, as well as drawing entries into the promotion’s mid-finale and grand finale drawings where they players be given a chance to win their share of $50,000 in FREEPLAY, as well as a 2024 BMW respectively.
Creative Branding
When developing the creative concept for Covert Cache, there were specific visual elements that were mandatory to incorporate into the event’s creative materials. For instance, as the Covert Cache kiosk game series prominently featured images of both a vault and a briefcase, it became necessary to integrate these images into the event’s creative branding to establish a cohesive connection between the event’s marketing materials and the kiosk games that guests would actually be playing.
As the promotion was assigned a spy theme, the creative objective was then to design artwork, messaging and activations which captured the class, style, and intrigue of classic espionage films, while remaining unique to the MGM National Harbor brand. With this objective in mind, I collaborated closely with this promotion’s designated Graphic Designer to develop event branding that would have a sleek and mysterious feel, while also having the ability to suit a wide variety of marketing materials for digital and print channels.
The initial event branding concept can be found in the adjacent image.
Creative Messaging
As it was a goal of the promotion to immerse guests within the event’s spy theme, I developed and modified creative messaging, for a wide range of marketing channels, which targeted both new and existing customers of MGM National Harbor.
The deployment of campaign assets commenced one week prior to the promotion's official launch. During the initial rollout phase, assets teased a "coming soon" message, hinting to guests that their mission was on the horizon. Following the promotion's launch, the campaign assets transitioned to reflect the full-scale activation of the promotion, urging guests to progress further in their mission series and seize the opportunity to advance their covert endeavors.
Promotional Materials
In promotion of the Covert Cache Kiosk Game series, a fully integrated marketing campaign was launched to deploy a combination of owned, paid and earned media tactics. The goal of these combined tactics was to incorporate creative messaging, artwork and activations to build a universe of spy-themed events which guests could feel fully immersed in. All promotional materials were planned and written by myself and designed under my direction by the event’s designated graphic designer. Campaign assets were deployed one week prior to the promotion’s launch. During this week, campaign assets incorporated coming soon message (i.e. “your mission starts soon”). After the promotion launched, campaign assets reflected that the promotion (or “mission”) was in full effect. Examples of the promotional materials deployed can be found below.
Direct Mail
Postcards were designed as the first touchpoint of communication with approximately 55,000 of MGM National Harbor’s existing customers. Delivered to guests 3 weeks prior to the start of the promotion, postcards aimed to introduce guests to the thrilling world of Covert Cache, while also informing them of the event’s basic details. Messaging for the mailer was then reused for various marketing assets, such as in-venue flyers and digital marketing materials.
Five email campaigns were scheduled in promotion of the Covert Cache kiosk game series. Each campaign was personalized to include a subject line that addressed each recipient by name, and an opening paragraph that alluded to each recipient’s gaming progress. Each campaign was delivered to an average of 80,000 email recipients each, with an average open rate of 40%.
Paid Social
While two versions of paid social posts were deployed across Facebook and Instagram, both versions utilized recruitment themed messaging to encourage guests to play Covert Cache and visit the MGM National Harbor website to learn more.
Radio
Thirty second radio spots were aired across prominent local radio stations, such as WJFK, WMMJ, Magic and TWWN. Similar to other paid advertisements deployed for the Covert Cache promotion, the messaging for these ads utilized recruitment-themed messaging as operatives were called to test their skills to play the Covert Cache kiosk game series. The voice talent selected to record the radio script was asked to use a a deep, raspy voice with high-intensity, as if they were a special agent in an action-packed movie.
Native Displays
Two versions of native display ads were tested across various third party news sources, such as USA Today and Yahoo.com. Both versions were written to seamlessly blend into surrounding web page content, presenting headers and descriptions that resembled espionage-themed news articles.
Pandora Ads
Radio ad recordings were repurposed for distribution across music streaming platforms, such as Pandora, which allowed the ad to target specific age demographics and locations throughout the DMV reagion.
Web
In addition to highlighting the promotion on MGM National Harbor’s home page and upcoming event’s page, a dedicated landing page was created as a digital source of information for all things Covert Cache. In addition to providing detailed information on how guests can play the kiosk game series and redeem rewards, I also highlighted information about the MGM Rewards program, which guests would need to enroll in in order to participate in the game. As one of the many goals of hero promotion at MGM Resorts is to encourage MGM Rewards membership sign ups, it was important that I inform guests of the rewards program and how to sign up as members.
Taxi Top Ads
In collaboration with the out-of-home advertising company Firefly, animated taxi top and ride-share ads were deployed to maximize the promotion’s reach. These ads were prominently displayed on vehicles traversing DC, Maryland, and Virginia, ensuring that they would be exposed to a wide audience during their commutes. Given the limited space for these ads, as well as certain safety considerations for drivers, the messaging was crafted to be concise and impactful. Instead of delving into specific event details, the ads employed ambiguous yet compelling messaging designed to leave a lasting impression on viewers. This strategic approach prompted viewers to visit the MGM National Harbor website for further information once their journey concluded.
Employee Swag
Over 500 guest facing employees were invited to serve as event ambassadors throughout the two-month duration of this promotion. Equipped with comprehensive talking points, employees were adequately prepared to engage in conversations about the promotion when approached by guests. In addition, employees were provided with pin-back buttons and event pens adorned with Covert Cache branding. This not only heightened awareness among guests but also served as conversation starters, encouraging inquiries about the promotion upon sight of the branded merchandise.
Venue Signage
Digital and print signs were placed throughout the property to raise awareness of the promotion and provide information on how guests can (1) earn their way into the Covert Cache kiosk games series, (2) play the kiosk games included in the series and (3) redeem prizes. While some signs maintained consistent messaging throughout the entirety of the promotion, others were updated during the second month of the promotion to build anticipation toward the Grand Escape Car Drawing on March 30. The signs below reflect messaging that was used in the first month of the promotion, setting the stage for an unforgettable journey into the world of espionage and excitement.
Framed Retail Vinyl
At the start of the property’s retail promenade was a 78”x78” vinyl display which utilized recruitment themed messaging, urging guests to play the Covert Cache kiosk game series to uncover hidden prizes. This vinyl display was designed to be the first among a series of print displays located throughout the retail promenade, which would eventually lead guests to a functional telephone booth where they would receive their first mission.
Informational Tall Signs
Informational tall signs were printed on 2’x6’ foam core boards and positioned on stands throughout the property. While most signs were placed near event displays that were held for the Covert Cache promotion, others were positioned near informational desks so as to inform guests of the game, as well as the upcoming drawings that were available for guests to participate in.
Digital Displays
Digital animations were designed to be deployed across the 200+ digital displays located throughout the property. Messaging on the displays encouraged guests to play daily to win FREEPLAY and drawing entries toward the mid-finale and grand finale drawings.
Vitrine Series
Toward the end of the property’s luxury retail promenade was a series of 3 glass display cases, known as vitrines. Within these vitrines lied 34” x 77.5” vinyl posters which not only incorporated telephone messaging, calling upon guests to answer their mission by playing the Covert Cache kiosk game series, but also MGM Rewards messaging calling on guests to sign up for the MGM Rewards program, a prerequisite for playing Covert Cache. Positioned adjacent to a fully functional phone booth, the telephone-centric messaging found in these vitrines was not only appropriate, but also strategically placed to capture the attention of guests passing by.
Framed Triptych Series
Located near the casino floor entrance was a triptych series which consisted of three 40.25” x 70” frames. Nestled within these frames were three vinyl signs with “Your Mission Starts Now” messaging that was written to peak the curiosity of guests enough to scan the adjacent QR code to learn more.
Event Displays
Event displays were designed to further immerse guests within the spy-themed universe of Covert Cache. Designed in collaboration with an external vendor, these displays were positioned across high-traffic locations throughout the property to include the casino floor, MGM Rewards Promotions Center, and retail district. Inspired by the promotion's core branding, the displays incorporated a striking black and gold color scheme along with intriguing spy elements, which seamlessly blended into the thematic tapestry of the promotion. Not merely static decor, these displays were thoughtfully designed to ignite curiosity among passing guests, effectively raising awareness of the promotion while also serving as functional, interactive installations, which incorporated visual, auditory, and tactile elements.
Through the power of social media, guests eagerly shared their experiences with these elements online, amplifying awareness of the promotion and further fueling excitement among potential visitors.
Event displays follow:
Golden Vault Display
A “secret” vault display was designed and placed near the casino floor entrance to raise awareness among guests as they entered the building. As the door on the vault could be turned and pulled open, revealing a secret photo opportunity for guests, guests were encouraged to use this display as a photo opportunity that could be shared via social media. Surrounding the vault were then 2’x6’ foam core signs which provided information on how guests could participate in the two-month promotion.
Promotions Center Wrap
The MGM Rewards Promotions center is the epicenter of monthly casino promotions, being used as a daily venue for gift giveaways, drawings, and special event registrations. Given the that this center regularly experiences a high volume of traffic from regular casino players, it was seen as prime real estate to promote the Covert Cache promotion. As such, I worked with this promotion’s designated graphic designer to design and install a wrap for the promotions center with Covert Cache branding.
Phone Booth with Audio
A functional phone booth was designed and positioned at the end of MGM National Harbor’s luxury retail strip. As guests walked along the strip, they would interact with signage, which led to the phone booth, calling upon them to answer the line when their mission called. Once approaching the phone booth, they would then dial the letters C—A-C-H-E to listen to a mysterious audio recording which gave them their first mission assignment, the assignment being to read the flyers located just outside of the booth and use them as a guide when navigating the casino floor and playing the Covert Cache Kiosk Game series.
Getaway Car Display
The Getaway Car display featured a red 2024 BMW X4 SUV, which once lucky winner would win during the grand finale car drawing. This display was placed near the center of the casino floor, drawing attention from a range of casino players.
This Promotions Center wrap served as a visual anchor for the Covert Cache promotion. From floor to ceiling, guests were enveloped in the atmosphere of secrecy and subterfuge, setting the stage for an unforgettable journey into the unknown.