Online engagement went far beyond expectations. In 5 days before the revelation, the campaign was discussed in 44 forums! In just one week after the revelation, COD’s site visits jumped by +15%. The campaign was also well regarded by local press with specific mentions of COD’s birthday teasers, the parade and birthday cakes, remarkable considering we only spent USD250k for the whole campaign.

A week before COD’s 1st anniversary, we intrigued our targets with model birthday teasers and a giant billboard that questioned them “whose birthday is on June 1st?”.From HK to Macau, our birthday teasers marched through strategic locations daily attracted people to anticipate for the 1st June revelation. Online discussions immediately went out of control.On COD’s 1st anniversary, public’s curiosities were finally answered. Over 200 newspaper distributors joined COD’s anniversary celebration and distributed birthday greeting cards accompanied by a free daily. A parade also marched down the streets of HK and Macau which heightened the consumer experience for the celebration to a higher level.On the same day, all ferry passengers to Macau enjoyed a surprise teaser birthday party delivered exclusively by COD. 10,000 birthday cakes were served on the ferry which prompted Macau visitors to divert their destination to experience a-first-of-its-kind anniversary celebration at COD.

1st June 2010 marked the 1st anniversary of City of Dreams (COD) in Macau. Since it opened, COD brought to every visitor a new world of exciting and original entertainment experiences that reflects its positioning “A World of Firsts” as one of the world’s most pioneering and creative gaming, entertainment and leisure destinations.COD wanted to capitalize on its pioneering brand value and raise awareness for its 1st anniversary celebration to ‘leisure and entertainment seekers’ from Hong Kong and Macau who want a destination that delivers a totally new and original leisure experience to share with friends on their return.So we gave them a taste of COD’s pioneering proposition and created a ‘category first’ anniversary celebration and consumer experience, primarily through out-of-home media.