Source:  Digital Signage Expo East 2008
Content Award Submission
Company:  SmarterSign, Inc.
www.smartersign.com
Client:  Junior's Restaurant - MGM Grand at Foxwoods


Content/Creative Brief
Design a compelling and dynamic branded experience for Junior’s Cheesecake that encourages visitors to eat at the restaurant or bakery kiosk. The content needs to be informative, playful and consistent with the rich history of Junior’s. The content needs to be day-part specific to create high value throughout the day.

Objectives
Engage and attract visitors of the MGM Grand at Foxwoods in the offerings of Junior’s Cheesecake. Drive traffic into the bakery kiosk, take-out and dine-in services of the company with a lively branded experience. Screens are strategically placed to drive traffic from the Casino to the restaurant.

Content Strategy
Digital signs in the casino entrance are designed to drive customer traffic from the casino entrance into the main lobby of the MGM Grand at Foxwoods. Inside the main lobby, a second digital sign engages customers and invites them in for take-out or dine-in service. All programming is day-part specific.

Results
The digital promotion and menu boards successfully grab the attention of customers and have been instrumental in positioning Junior’s Cheesecake as a top of mind option for dining at the MGM Grand at Foxwoods.

Problems/Challenges
The biggest content challenge for this initiative was providing content that cuts through the visual mayhem of a casino. With blinking lights everywhere and so much visual stimulation, how can the signs be most effective?

Solutions
The solution to the content challenge was based in clean and clever designs and “bitesized” chunks of content. Content is presented in a way that can easily catch a customer’s attention. The total Junior’s Cheesecake brand experience was leveraged to create a fun and successful content approach.