Turning engagement into something bigger.

I wanted to create a social campaign that did more than generate likes and views—it needed to connect the digital experience to what was happening on property.

That idea became Slot Bracket Showdown, a bracket-style campaign built around four of our partners. I developed the concept and social strategy, using Instagram Stories to turn the audience into active participants and give them a reason to follow the competition from week to week.

The campaign also extended beyond social, incorporating an element within our mobile app and creating a connected experience across digital touchpoints.

For the next iteration, I wanted the campaign to have an impact beyond the property itself. We introduced a charitable component that allowed each participating partner to select a nonprofit, with matched funds directed toward the organizations connected to the campaign.

What started as a social engagement concept became a multi-channel campaign that brought together social, mobile, partnerships, on-property activity, and community giving—all through one cohesive idea.

Concept → Strategy → Social → Digital → Property Revenue → Partnerships → Community