To build national brand awareness for its leading social casino platform, parent company Virtual Gaming Worlds (VGW) launched a high-impact programmatic digital out-of-home (pDOOH) campaign for Chumba Casino. The brand executed a data-driven strategy designed to engage adult audiences safely and effectively across multiple high-traffic environments.
Objective
The campaign aimed to drive brand lift among adult consumers across three key target state markets: Minnesota, Virginia, and Tennessee. The core objective was to demonstrate a clear increase across key brand health metrics, including awareness, consideration, favorability, and ad recall, across the target regions.
Strategy
Chumba Casino launched a data-driven programmatic DOOH strategy in partnership with its preferred DSP, The Trade Desk, and Place Exchange SSP by Broadsign, programmatically deploying creatives across a diversified network of outdoor and place-based displays for a continuous six-month campaign.
To ensure a relevant and responsible brand presence, the strategy targeted premium pedestrian and commuter zones over-indexing for adults aged 21 and older. Additionally, the campaign leveraged Place Exchange’s filtering capabilities within the DSP workflow to programmatically block and exclude any displays near schools, government facilities, or other demographic-inappropriate venues. By activating high-impact screens across billboards, offices, bars, and retail locations, the campaign successfully intersected target consumers at multiple touchpoints throughout their daily journeys.
Results
- 84.4 Million Adult Impressions: Delivered 84.4 million total impressions to targeted A21+ consumers across Minnesota, Virginia, and Tennessee over the six-month flight.
- Strong Lift in Consideration: Achieved a 2.6% increase in brand consideration
- Positive Favorability Growth: Delivered a 1.0% lift in brand favorability, strongly reversing the category’s standard negative benchmark of -0.98%.
