We all bet on the strangest little things, whether consciously or unconsciously. Like when you’re waiting for the tram to arrive. Chances are you’ll position yourself on the spot you’d expect the doors of the tram to stop. And when they do, this small victory gives you a moment of joy. Turning that feeling into a real Holland Casino experience is a great way to prove their belief that there’s a player in everyone. And to get the Holland Casino message across. Exactly what Tram Roulette did, extrapolated by FB Live to increase this unique live betting experience with national awareness.

For one day, a busy Amsterdam tram stop was transformed into a real-life roulette strip. Each round of play the roulette ball was positioned on another spot on the tram. Passers-by were guided and awarded prizes on the spot by real Holland Casino croupiers. Meanwhile on Facebook Live the ‘community croupier’ did the same to activate online viewers that could play along in real-time in the comments. This way, an ordinary tram stop converted into a pop-up casino, also became an outdoor ad transformed into an interactive cross channel experience.

On the streets, hundreds of people played along that day. Yet on top of that, the Facebook Live streams reached twice the number of people in the Holland Casino fan base and thousands of people played along there. Really high considering this was purely organic, thus not paid for. It was the best scoring social media activity for Holland Casino ever. The best result was the positive sentiment that indicates this paid off in positioning Holland Casino as the only true casino.