• Brandweek, Thursday, March 29, 2007 11 AM

Readers of the Saturday, April 7 editions of The New York Times and The Boston Globe will find inserts with a 20-inch by 22-inch pop-up board game for the Mohegan Sun casino resort in southeastern Connecticut.

The game includes pop-up hotels, plastic spinner and game pieces that are miniature versions of print ads. The executions feature people shopping, gambling and dining. The back of the game includes a montage of Mohegan Sun attractions and details about Project Horizon--a $740 million expansion that will include a House of Blues luxury hotel and new shopping and dining experiences.

"The idea behind it is 'Experience the Wow of a world at play,'" says Steve Doppelt, creative director at Kirshenbaum Bond + Partners, which created the game. The board game complements bar media elements like talking mirrors, branded pint glasses, postcards and coasters that began rolling out during January in trendy neighborhoods in New York and Boston.

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