Stay & Play
Overview
Challenge: Define Social Space Games
Social space games are defined as games that are played/drawn on screen at places such as bars/restaurants with persons gather to ‘hangout’.
Our aim was to carve out a space and create an experience that captures the excitement of playing two (2) games while encouraging patrons to ‘Stay & Play’ multiple times beyond just placing one bet.
The concept was brought to life by the larger than life personality of popular entertainer Sunny Bling. Sunny’s involvement took the form of him becoming the face of the ‘Vegas inspired’ 360 degree Stay & Play Campaign; complete with his very own custom and now iconic gold ‘Bling’ jacket, Stay & Play vehicle and ‘Sunny Money’ currency.
The concept was enhanced through roving on-trade activations hyped by Sunny during visits to various NLCB Lottery Outlets across the country.
These activities were filmed and packaged into several 3-minute segments, which aired on Sunny’s evening talk show Sunny at Sundown.
Social space games are defined as games that are played/drawn on screen at places such as bars/restaurants with persons gather to ‘hangout’.
Our aim was to carve out a space and create an experience that captures the excitement of playing two (2) games while encouraging patrons to ‘Stay & Play’ multiple times beyond just placing one bet.
The concept was brought to life by the larger than life personality of popular entertainer Sunny Bling. Sunny’s involvement took the form of him becoming the face of the ‘Vegas inspired’ 360 degree Stay & Play Campaign; complete with his very own custom and now iconic gold ‘Bling’ jacket, Stay & Play vehicle and ‘Sunny Money’ currency.
The concept was enhanced through roving on-trade activations hyped by Sunny during visits to various NLCB Lottery Outlets across the country.
These activities were filmed and packaged into several 3-minute segments, which aired on Sunny’s evening talk show Sunny at Sundown.
Client
International Game Technology PLC (IGT)
Role
Creative Director and Writer
Year
2017
