Mohegan Sun is
expanding the resort's traditional advertising strategy by introducing its first-ever branded content series.
"We are advertising ourselves without advertising," says George Galinsky, senior vice president, marketing communications, Mohegan Gaming & Entertainment.
The “Back of House" online TV series is designed to provide "a glimpse of the behind-the-scene happenings" at the resort and casino destination and into the employees’ daily lives. For instance, one episode explores the challenges of preparing for a meet-and-greet with "The Bachelorette," while others look at managing a Kenny Chesney concert and handing an after-party for DJ Khalid. Each focuses on a real Mohegan Sun employee going about their day-to-day responsibilities which primarily involves high-profile guests.
The series incorporates little to no outright branding, says Galinsky. Mohegan Sun's logo, to that point, isn't prominently incorporated into any of the episodes or is the brand regularly mentioned to build awareness. The spots don't end, for instance, with a link to book a room. "No one wants this to come off as an ad," he says.
The resort worked with production shop Primal New York for all aspects of development.
Six eight-minute episodes air online, on BackOfHouse.TV, Mohegan Sun’s YouTube page and through its social media footprint, as well as via Mohegan Sun's in-room TV network. This presence has enabled "Back of House" to garner more than 400,000 views during the first two months of release, exceeding internal expectations, says Galinsky.
A second season of the series is currently in development.