Caesars Entertainment: Total Rewards Loyalty Experience Pitch Win
Brian led the strategic creative for Caesars Entertainment’s flagship Total Rewards loyalty program. Inspired by the ‘Esc’ key on a keyboard, he developed an integrated campaign concept that positioned Caesars as the ultimate escape—leveraging its full suite of entertainment, hospitality, and gaming properties.
The pitch included large-scale awareness events in San Francisco and Chicago, where attendees could explore Caesars’ offerings in immersive escape-themed pop-ups. These activations supported loyalty member acquisition, service bookings, and sweepstakes participation—all tied to the Total Rewards experience. Official PR Newswire Link. March 2, 2012
Platform: Web, Mobile, Tablet, App, Display, OOH, Social, Direct to Consumer Mail, Gaming, Experiential
Features: HTML 5, Flash, Interactive, Branding, Animation, Video Print, e-CRM, e-Commerce
Large screens displaying a countdown appear in major cities (Union Square, San Francisco.)
Event inspiration came from a scene in the original 1951 movie, The Day The Earth Stood Still.
WOM and multiplier effect conversation is spread via social networks regarding the mysterious displays
Countdown hits zero
Engage announcement is displayed
Winner of incredible prize is announced
Crowd goes wild. More prizes are given away
Location transforms into event allowing people to experience all Caesars Entertainment properties and amenities
Engaging acquisition at interactive kiosks
You are rewarded for your entire escape, not just casino gaming. Videos show the ease of collecting loyalty points for using all Caesars Entertainment properties and amenities, such as collecting loyalty points for enjoying fine dining.
Collect loyalty points for enjoying world-class entertainment..
Collect loyalty points for enjoying gaming...
Collect loyalty points for enjoying a spa treatment...
Collect loyalty points for enjoying a game of golf with your friends and family…
Collect loyalty points for on-property dining
Prizes and property locations are announced via social channels creating timed traffic drivers
Digital OOH
Direct Mail Promotions
On site and property integration
Social buzz
Partner airline promotion
Integrated partner retail and product/LG promotion
Site experience
Conceptual Marketing Platform:
What if you could push a button and be whisked away to a world of dazzling entertainment and amenities?
With our ESC promotion, a few lucky winners will do just that. And we’ll team up with LG Electronics and their retail partners to ensure that millions of other people are surprised and delighted to learn about the range of amenities available at Caesars Entertainment properties, and then join Total Rewards to start spending.
But first, we’ll engage the entire country in a massive, buzz-worthy stunt to get everyone’s attention.
ESC
From Pitch to Platform
This winning concept reframed loyalty as escape—uniting Caesars’ properties under a memorable digital and physical brand experience designed to surprise, delight, and convert.