When the state of New Jersey lifted a longstanding ban on online gambling, the Borgata was challenged with translating their boutique casino experience into digital and finding a way to stand out from the pack.
By creating a expansive 360 media campaign including print, web, TV, radio and out-of-home, we were able to get the word out and corner the online market share exceeding 35%.
Agency: Sapientnitro | Role: Art direction & design
New Jersey is a commuter state, so we dominated local train stations with a narrative that enticed the public to play during their commute. This was a big point of difference based on our local knowledge.
Within the first year, we boasted 622 thousand site visits and 48 thousand game downloads. More importantly, in only one month we jumped Borgata’s share to 35% of the total market, exceeding their original goal of 20%.