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A commercial project commissioned by Playtika mobile gaming for their Caesars Slot app.

Caesars wanted a campaign to launch a new feature - something that would run over the course of several days and drive as much player engagement as possible.

Together with video director Ishay Karni and the production team at Kookooruza, I designed a video campaign based on the feature’s backstory about a magical slot machine lost to history under mysterious circumstances.

The campaign kicked off with an in-app video formatted as a breaking news story. This video ended with an interactive challenge by referring players to an external website where they could enter their answers and win prizes.

Every day for the next three days, a new in-app video took the answer from the previous day’s challenge, and weaved it into a developing story -- until the final day when the feature was launched.

Each video utilized a different format; aside from the news story, there was a conspiracy vlog, a morning show, and a documentary.

In addition to the four main videos, we made around a dozen additional videos that were hosted on the launch website. These added multiple layers of content to the story, and drove engagement even further. The project drew over 100,000 unique visitors per day, far exceeding the company’s expectations.

CREDITS

Creative + Script: Marc Grey
Director: Ishay Karni
Producer: Danny “Rooster” Lifshitz

Production Company: Kookooruza
Client: Caesars Slots