The casino environment is rich with calls to action and audiences anticipating constant entertainment. And with world-building a top theme in experiential campaigns this year, brands are betting on casino pop-ups and integrations to level-up on hospitality, capture committed enthusiasts, and put a strategic spin on playing the tables.
American Express is growing its investment in Vegas with the debut of 1850, a limited-time pop-up at Aria Resort & Casino ahead of the Formula 1 Heineken Las Vegas Grand Prix, Nov. 13 to Dec. 17. Created for select cardmembers, the space will offer premium hospitality experiences on top of food and beverage, entertainment, and special events.
Vegas resort properties themselves are leveling up on immersive experiences. The new Escape Game at The Forum Shops in Caesars Palace invites revelers to steal a priceless Monet back from a “museum’s shady curator,” or escape from a 1950s-era prison. And of course, earlier this year, Netflix and MGM Grand teamed up to open Netflix Bites, a themed restaurant in the resort that allows consumers to taste popular Netflix content storylines.
Last year at Super Bowl LVII, Paramount+’s four-day takeover of The Mirage’s famous volcano demonstrated that unexpected experiential design (like a mountain chalet) can compete with the neon lights and slots along The Strip. As part of a block-long activation, the brand created themed vignettes for its shows and movie. Paramount Mountain also featured an immersive Adventure to the Peak experience, where consumers boarded a gondola for a 4D-simulated snowy ascent, narrated by Tony Romo and Jim Nantz, and featuring Paramount characters along the ride
Meanwhile, Ashley House set up shop at Dawg House Saloon and Sportsbook inside Resorts World Las Vegas during the big game last year, allowing consumers to experience Ashley furniture firsthand and relax in a game day-ready lounge. They could try out sofas and recliners and live-shop Ashley’s new leather collection and products featured within the venue via QR codes. Following the weekend, Ashley donated all furniture from Ashley House to local first responders.
Talking about cashing in the (potato) chips.
Featured photo credit: American Express
