The #1 Social Casino game, Slotomania, chose to celebrate the 170th Anniversary of the California Gold Rush with a bus tour of its own throughout California. The bus tour was a creative way of bringing attention to Slotomania and tie it in with a milestone of note. The tour included special events, prize giveaways, VIP dinners, and a “gold rush” scavenger hunt where the well-known Twitter account @HiddenCash hid $2,000 in Fresno, Los Angeles, and San Diego for the public to find. The agency worked in coordination with Slotomania’s parent company, Playtika, to facilitate a week-long radio promotion campaign in the three markets, inviting listeners to download the app and participate in the scavenger hunt. As the bus passed through each city, the agency reached out to local media to garner further attention and coverage for the bus tour. The overall marketing effort brought out hundreds of eager participants in three different California markets and secured almost 100 million impressions across traditional media outlets including radio broadcasts, television broadcasts, and print publications.
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