Brand Owner: Star City Casino
Product Category: Entertainment
Date: October 2005
Media Agency: MediaCom
Other Agency: Glass, Freehand
Media owner: Network Ten
Poker, it seems, is the new rock and roll, making fortunes for online entrepreneurs and slowly filling up the late-night schedules of youth-focused TV channels.
While much of the drive and publicity around the game has been driven by online gambling brands, this case study shows just how effectively casinos can benefit from the new card sharks.
Star City in Sydney wanted to let people know about its new venue and get younger players to walk through the doors. It worked with MediaCom to come up with a TV property that not only brought the game into people's homes but also directly benefited Star City.
The solution was "Joker Poker," using comedians to appeal to a younger audience and late time slot on Network Ten on Saturday nights. The comedians' winnings would be donated to charity.
The show was filmed at Star City, allowing the venue to showcase its high-roller rooms as well as demystifying the game. The live audience and celebrity participants added an extra level of buzz to the solution. The show reached an average audience of more than 730,000 people each week, raised $100,000 for good causes.
Star City got extensive branding in the show, including a montage of the complex in the opening credits and a full-screen logo, verbal mentions throughout the show, co-branding on the cards and chips, a logo on the table and a brand name on the score card. Everyone's a winner.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc