The Challenge
The NFL and Caesars Entertainment decided to come together, announcing Caesars Entertainment as the “official gaming partner for the NFL.” While the partnership was solidified, the executional pitfalls were plenty. We were asked to launch this new program but could not utilize any current or legendary players, coaches, cheerleaders, or NFL commentators. With brand equity remaining on the sidelines, we’d have to find a different way to break through this announcement across America.
the courage
Most don’t know that Caesars Entertainment isn’t just Caesars Palace. It includes destinations in Atlantic City, Lake Tahoe, and all across regional destinations like Harrah’s, The Horseshoe, Rio, and many other properties. The NFL wasn’t simply benefiting from the Caesars Palace mothership but the Caesars Rewards program that connects fans to properties everywhere. Our idea was simple: thanks to the perks that come with being a loyal member of Caesars Rewards, you can always feel like you’re having a home game, even when you’re not home. The concept: “Welcome Away”. Since we couldn’t use NFL personalities, we leveraged the equity of recognizable SuperFans to bring the concept to life.
the change
Away Games Now Feel Like Home. We used national media flights to launch the “Welcome Away” creative that introduced this new approachable concept bridging Caesars Entertainment with the NFL. With the help of a few real Superfans like NOLA’s Whistle Monster, Carolina Panthers “Catman,” and many others, we started to give America a well-needed smile while educating them that Caesars Entertainment was now the new gaming home of the NFL. Results were driven by a 28% year-over-year increase in Caesars Digital net revenue in the launched quarter. Full year results.
