Create new ways to experience a brand.

Challenge:Increase weekday casino traffic.

Obstacles:New casinos and other entertainment choices have intensified already-tough competition for today’s tighter discretionary budgets.

Approach:Create an amazing weekday offer. Negotiations with media partner CBS culminated in a coup – a casting call for Amazing Race contestants, exclusively at Mohegan Sun.

Results:700+ would-be stars raced to audition and take in the Sun while on site. Subsequent casting calls for American Idol, Price is Right and others have produced similar results.