Ad extensions produce impressive results for Mohegan Sun
Imagine dancing at a rock concert for a few hours and then sitting down to try your hand at the slots. You tickle your funny bone with one of today’s leading comics one minute, and then tickle your palate the next as you enjoy fine dining or cooking lessons from a celebrity chef. In between, you play a little blackjack, chill at a spa or swim laps in a 10,000-square-foot solarium with an indoor pool. Such are the pleasures expected from southeastern Connecticut. Wait. What?
Mohegan Sun, located in Uncasville, Connecticut in Southern New England is built on a Native American reservation for the Mohegan Tribe. Created in 1996, this world at play is one of the largest gaming operations in the country with 5,100 traditional slot machines and 325 table games. But don’t label the vast complex a casino. The gaming and entertainment mecca offers a whole lot more than that.
Across the 3.1 million square-foot facility, you’ll find retail shopping, more than 30 dining options, award-winning entertainment venues, an 18-hole golf course and approximately 1,600 rooms within a luxury 34-story Sky Tower and 12-story Earth Tower.
The cost per click (CPC) is always much lower, but the traffic is still tier-one traffic from people on their computers, mobile devices and such whose default search engine is Bing.
— Charles Drewyer, Senior Search Analyst, MullenLowe Mediahub Performance
The Mohegan Tribe (also known as the Tribe) comes from the earliest clans of the Delaware Tribe. Treaties and laws dating back 350 years identify the Tribe as an independent and sovereign nation that continues to thrive today.
The Mohegan Tribal Gaming Authority has the exclusive power to conduct and regulate gaming activities on the reservation. In addition to the Connecticut location, it runs the Tribe’s gaming and entertainment facility in Plains Township, Pennsylvania, and several off-track wagering facilities elsewhere in that state.
Data provided to Bing by Mohegan Sun
Mohegan Sun is a well-known destination in the northeastern part of the U.S. That doesn’t mean the company rests on its laurels. Keeping people nearby informed of entertainment and getaway opportunities takes effort, as does generating interest around the world. For these endeavors, the gaming authority relies heavily on search engine marketing (SEM) and pay-per-click (PPC) advertising to reach and engage its target audiences.
MullenLowe Mediahub Performance, a globally owned digital agency and part of MullenLowe Group, leads the paid search advertising strategy and execution to help support Mohegan Sun’s lofty business goals. A large part of the agency’s strategy concerns collaboration. For example, every year, Mohegan Sun runs a campaign called Full of Life. People at MullenLowe Mediahub Performance work with the creative partners behind the campaign. “We look at the creative and messaging to make sure that our paid search ads match their message,” says Lavall Chichester, Global SVP, Search and Content Marketing Mediahub Performance. “As a result, performance has gone through the roof.”
When it comes to paid search, Mohegan Sun gives MullenLowe Mediahub Performance carte blanche as long as the numbers support the cause. “They know that they hired us as specialists and innovators,” Mr. Chichester says. “We’re very in tune with what they want, which is why we’ve incorporated Bing Ads into their paid search strategy.”
Bing Ads Editor makes it so easy to import campaigns from Google AdWords. It is very seamless transition.
— Charles Drewyer, Senior Search Analyst, MullenLowe MediaHub Performance
Lavall Chichester, Global SVP, Search and Content Marketing
Charles Drewyer is MullenLowe Mediahub Performance’s PPC lead with Mohegan Sun and the liaison to the Bing Ads team. “I think pound for pound, Bing is the best search engine in terms of the amount of people who use it and the search results it delivers,” said Drewyer. “The cost per click (CPC) is always much lower, but the traffic is still tier-one traffic from people on their computers, mobile devices and such whose default search engine is Bing.”
If that traffic consisted of a random audience, then Drewyer would want volume, such as that found with Google AdWords. Bing Ads, however, caters to a more specific, slightly older and higher income demographic — an audience he finds more likely to want to get away for a weekend or find entertainment. That makes it easier to place relevant and consistent content in front of them, adding a valuable alternative to Google AdWords with higher conversion rates for a lower cost.
Charles Drewyer, performance PPC lead, MullenLowe
View or save an infographic of how Mohegan Sun uses ad extensions and Sitelink Extensions to target searchers and take them to specific pages on the Mohegan Sun site.