| Title | Casino Digital Wayfinding |
| Agency | Publicis Sapient |
| Campaign | Casino Digital Wayfinding |
| Advertiser | Mohegan Sun |
| Brand | Mohegan Sun |
| Date of First Broadcast/Publication | 2013 / 11 |
| Business Sector | Hotels, Resorts |
| Story | Mohegan Sun, located in Uncasville, Connecticut, is one of the largest casinos in the United States accounting for 12.7 million visitors to CT annually. The casino needed a way to help its guests find what they were looking for among its sprawling 364,000 square foot venue inclusive of three casino floors, 34,000 ever-changing slot machine games, 13 entertainment venues, and the dozens of fine dining restaurants and retail stores. Mohegan Sun turned to SapientNitro to deliver digital wayfinding featuring a “slot finder” tool to improve guest experience and customer service. What we came up with was a blend of art and science that took in the design elements of the new website and excitement of the casino floors. |
| Philosophy | We took the valuable casino information and put it in the guest’s hands – literally – by creating a user-friendly interactive experience to search content, preview vendor information & maps, and view walking directions to points of interest within the casino. We provided a single point to manage content displayed across the digital displays by leverage existing content created in Adobe CQ (AEM) for mohegansun.com, and ensured the digital display felt like the new online experience. Mohegan Sun can update vendor information (like new restaurants, shops and table changes) in CQ and see it update across their web and digital wayfinding channels simultaneously. The display also presents a great way to extend casino branding and promotional messaging. |
| Problem | Mohegan Sun, located in Uncasville, Connecticut, is one of the largest casinos in the United States. The casino is a significant part of southeastern Connecticut’s tourism industry, accounting for 12.7 million visitors annually. At any given time, the property features 325 table games (Blackjack, Roulette, Baccarat, Craps and Pai Gow, Poker, Race Books) and 34,000 ever-changing slot machines across their 364,000 square foot property. In an effort to help merge their in-casino experience with their online experience, Mohegan Sun needed a refresh and redesign of their website. It needed to not only be something that inspired guests and locals, but that felt familiar while also emphasizing their various outlets, experiences and offerings. This challenged resulted in a new way of helping guests navigate their way around the massive casino property to find their favorite slot machines, meet friends for drinks or dinner, or find the perfect gift or must-have item. Mohegan Sun engaged SapientNitro to deliver digital wayfinding featuring a “slot finder” tool to improve guest experience and customer service. |
| Result | Together with Mohegan Sun, we determined what pieces of content created for the mohegansun.com web re-design and integration with Adobe CQ could be leveraged for the wayfinding project. The two teams together delivered a product that was on-brand and evolutionary. Using a custom UI built on Sapient’s EngagedNow Venue & IONOS platforms, , we helped Mohegan Sun customize the casino experience. This included efforts to integrate Adobe CQ to the IONOS platform to pull scheduled content and distribute across the displays based on meta-data like time of day, day of week, sign location, etc. The IONOS platform, currently in place at Mohegan Sun, does the following: • Text & filter search for slot machines to view a walk path and current location drilled down to slot zone, aisle, and station number • View walking directions and approximate walk time to restaurants, shops, and services (e.g., Momentum loyalty kiosks, Hotel, Convention Center, etc.) • Use keyword search by casino to locate the perfect place to get dinner or shop • Look up & filter for concerts and events, inclusive of directions to the venue it’s located in from their current location • Quickly find casino information and FAQs such as features and directions to their off-site Mohegan Sun Country Club & Golf Course, Spa, Transportation, and Momentum loyalty program details • Easily locate current promotions and offers by vendor throughout the casino |
| Media Type | Case Study |
| Length | |
| Worldwide Chief Creative Officer | Gaston Legorburu |
| Designer | Tara Peterson |
| Art Director | Dipanjan Biswas |
| Information Architect | Molly Christian |
| Designer | Lauren Bevilacqua |
| Developer | Shobhit Teotia |
| Interactive Developer | Abdul Quadir |
| Developer | Mayank Agarwal |
| Developer | Upendra Baliyan |
| Developer | Saurabh Mehndiratta |
| Interactive Developer | Akhouri Anand Kumar |
| Developer | Taranjit Singh |
| Developer | Parijat Sharma |
| Developer | Rituraj Singh |
| Developer | Pranav Mehta |
| Developer | Neha Sharma |
| Developer | Keshav Chauhan |
| Developer | Ashish Ranjan |
| QA | Dhrubajit Das |
| QA | Richa Mehta |
| QA | Vijaydeep Singh Bhalwal |
| Architect | Shanti Nautiyal |
| Project Manager | Suparana Shokeen |
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