Campaign: Play Together, Rebuild Together
Company: Caesar’s Entertainment
Nonprofit Partner: Rebuilding Together
Launch Date: October 29, 2012
Agency of Record: For Momentum
An inaugural cause campaign between Rebuilding Together, Caesars Foundation and Caesars Entertainment supported safe, healthy and sustainable housing and asked employees and consumers to get involved. Employees participated in several rebuilds across the country and consumers in New Orleans were included in the promotion by unlocking up to $50,000 every time they swiped a rewards card ($1) or purchased a Pepsi product ($.25). Guests also had the opportunity to make a direct donation or convert rewards points to cash for Rebuilding Together.
This campaign is one of the first we’ve seen coming from a casino entertainment company. Selecting a nonprofit focused on home rebuilding provides a local cause partnership, a strong fit and a safe gamble for a sometimes controversial industry. Involving employees as well as consumers also goes a long way in the authenticity department. We’ll be eager to watch whether this type of effort spurs more cause activity in this particular industry.