MGM National Harbor Presents:
Retro Riches
Retro Riches was a two-month casino promotion that I proposed, planned and promoted on behalf of the Brand Marketing department at MGM National Harbor. Throughout the promotion, participants were encouraged to play a series of 1950’s themed kiosk games to win up to $25,000 in FREEPLAY daily, as well as entries into a mid-finale FREEPLAY drawing and grand finale car drawing.
From an operational standpoint, Retro Riches was very similar to hero promotions that the property had done in the past, giving participants daily chances to play select kiosk games in order to win daily prizes and drawing entries. What differentiated Retro Riches from other hero promotions, however, was it’s ability to immerse guests within its retro theme through creative messaging (written by myself), creative artwork (designed by my graphic designer) and a series of multi-sensory brand activations designed to bring the retro experience to life.
Client: MGM National Harbor
Project Category: Event Branding, 360 Marketing
Responsibilities: Brand Marketing & Activation Strategy, Creative Direction, Copywriting
Team:
Janessa Arrington, Brand Marketing & Advertising Manager
Earl Mary Jean Mangilit, Graphic Designer
Mollie Shedlick, Campaign Operations Manager
Promotion Performance
13,323 Unique Players
6,400 Drawing Attendees
2.9 Million Drawing Entries
$72.5 Million in Revenue
Gaming Operations
The Retro Riches Kiosk Game Series was the primary driver of engagement throughout the two-month campaign. Similar to previous hero promotions hosted at MGM National Harbor, the series encouraged MGM Rewards members to earn their way into daily tap-to-win kiosk games by playing slot machines or table games across the casino floor. Once earned, plays could be redeemed at designated promotional kiosks where participants had the opportunity to win FREEPLAY instantly, as well as entries into two themed drawings held throughout the promotion.
Retro Riches was designed to introduce a fresh level of creative immersion by incorporating custom characters, nostalgic settings, diner-themed audio prompts and stylized animations, which allowed participants to feel as if they had truly stepped back in time. From the moment they arrived on property, guests were surrounded by era-inspired sights, sounds, and storytelling—transforming gameplay into a multi-sensory journey through the golden age of jukebox diners.
Daily Drawing Entries
In order to encourage participation from new casino customers, entry and low-level players were given the opportunity to earn daily drawing entries without having to play kiosk games within the Retro Riches Kiosk Game series. If interested, players could instead earn drawings entries after achieving a certain amount of gaming activity from regular table games or slot machines. This gaming activity was measured by existing currencies within the MGM Rewards program known as SLOT DOLLARS and Tier Credits from TablePlay.
Low-Earn Entries
For every $0.25 SLOT DOLLARS or 150 Tier Credits from TablePlay earned between Saturday, August 1 and Saturday, September 28, players could earn one drawing entry.
This approach created a sense of steady progression, encouraging more casual players to return to the property on a daily basis, while reinforcing the value of MGM Rewards membership.
Kiosk Game Series
For guests with higher levels of play, the campaign offered a deeper layer of engagement through tap-to-win kiosk games, which each had their own theme and reward structure. Each kiosk game was programmed by the gaming company, Everi, and rebranded to follow the 1950's jukebox diner theme of the Retro Riches hero promotion. Branding was reinforced with creative copy, audio and visuals (planned by myself), which encouraged players to “hit the diner daily” to play to win daily prizes.
In playing these games, guests were given the opportunity to win up to $25,000 FREEPLAY daily, as well as entries into the mid-finale and grand finale drawings.
Diners & Dough Kiosk Game
Diners & Dough was a low-end kiosk game that became available to MGM Rewards members after earning $0.75 in SLOT DOLLARS or 350 Tier Credits from TablePlay. Upon activating a play, guests were prompted to select a milkshake to reveal an instant prize. Prizes ranged from up to 100 drawing entires or $10,000 FREEPLAY daily.
Jukebox Jam Kiosk Game
Jukebox Jam was a high-end kiosk game that became available after earning $2.25 SLOT DOLLARS or 1,000 Tier Credits from TablePlay. Upon activating a play, guests were prompted to play a record to reveal an instant prize. Prizes ranged from up to 250 drawing entries or $25,000 FREEPLAY daily.
Grand Finale Prize Drawings
The Kiosk Game Series ultimately culminated into a mid-finale FREEPLAY drawing and grand finale car drawing. These drawings were not only the highlight of the promotion, but were also the primary incentive for participation. By design, both drawings were in-person activation events, requiring guests to physically visit MGM National Harbor on each designated drawing date to activate their entries be eligible for drawing prizes. This structure encouraged heightened foot traffic, on property while building anticipation for each themed event.
Furthermore, each drawing was hosted by a retro-themed character that I created specifically for this promotion, with messaging, signage and event styling tailored to reflect each character’s unique personality and role within the Retro Riches universe, which was ultimately to guide players throughout the game on their journey to “score some sweet prizes”.
Mister Fifty’s FREEPLAY Drawing
The first of these events was mid-finale FREEPLAY Drawing, held on Saturday, August 31. Hosted by “Mister Fifty”, a smooth-talking, showbiz-style character inspired by mid-century radio hosts, this event awarded a total of $50,000 FREEPLAY to 12 lucky winners throughout the evening.
Pop’s Legendary Car Drawing
The final event was a grand finale car drawing that took place on Saturday, September 28. Hosted by “Old Man Pop”, the beloved owner of the fictional Retro Riches diner, the event awarded multiple FREEPLAY prizes hourly, before culminating in a dramatic drawing for a cherry red Dodge Charger.
The surrounding area was transformed into a full-scale drive-thru diner installation, complete with illuminated signage, shrubbery and retro props. This decor created a fully immersive finale that brought the narrative to life seamlessly.
Brand Strategy
The promotion’s brand strategy was designed to do more than simply promote gaming — it was meant to transport guests on a journey through time. From the moment they stepped onto the property, guests were invited on a journey through time, immersing themselves in the activites, culture, characters and charm of the 1950s jukebox diner era.
Rather than building a promotion around a single game or prize mechanic, I developed a world in which guests could explore various aspects of the diner experience — from exciting games and drawings, to classic food and beverage specials, to location-specific activations and on-property social settings. Each element was carefully designed to serve a purpose within the story, offering layers of interaction that could be enjoyed casually or explored in depth..
Whether guests were picking a milkshake in Diners & Dough, eating a Car Hop Classic from the Taste of Nostalgia dining menu, or taking a photo in front of our jukebox diner-themed event displays, every touchpoint reinforced the feeling that they weren’t just playing a game — they were stepping into a different time and place.
Original Characters
To give the campaign voice and personality, I created a full cast of original characters, each designed to represent a key element of diner-era culture. These characters not only added warmth and familiarity to the promotional journey, but also served as narrative anchors that guided guests through the experience.
Mister Fifty represents a key figure within the promotion that symbolizes a playful throwback to classic radio or game show hosts . Participants engage with this character in various ways across digital, print and audio channels, adding a fun and interactive dynamic to the experience.
Old Man Pop, on the other hand, embodies a classic figure from retro car culture. He’s tied to the promotion’s grand finale prize - his "Legendary Dodge Charger" -offering participants the chance to win this iconic vehicle. His character evokes memories of a past era when muscle cars and pop culture icons dominated, blending this nostalgia into the overall promotion.
Creative Messaging
Every line of copy was written to support immersion. I crafted messaging in the voices of the characters above, allowing each channel — from email subject lines to in-game prompts — to feel as if it were coming from someone inside the Retro Riches universe.
Whether a guest was reading an email from Mister Fifty reminding them about an upcoming drawing, or Mister Pop urging them to “hit the diner daily”, messaging was personal, era-authentic and always in character.
This approach helped maintain consistency across platforms, while deepening emotional connection to the story being told.
Audio Branding
To complete the sensory journey, I curated a custom soundtrack of 1950s classics that played across select areas of the property. These playlists were punctuated by promotional messages voiced by Retro Riches characters, who highlighted key event details, reminded players of upcoming drawings and added personality to the casino environment.
Together, the music and voiceovers gave the impression that guests were tuning into a radio station from the jukebox diner era — one that just happened to be broadcasting live from MGM National Harbor.
Visual Branding
The promotion’s brand was rooted in vibrant colors, nostalgic imagery and 1950s design cues. From checkerboard tile motifs to neon directional signage, all visual elements were chosen to reflect the high-energy, light-hearted tone of the campaign.
To maintain visual cohesion while supporting flexibility, artwork utilized two distinct creative systems under one cohesive theme:
Diner Creative
This creative system was designed to mimic the interior and exterior of a classic jukebox diner. This version was used in areas of the property where the story physically came to life — such as photo opps, immersive displays and casino floor installations.
Menu Creative
This creative system was designed to resemble a traditional diner menu, complete with stylized fonts, food item graphics and muted color palettes. This version was primarily used in areas associated with F&B activations, such as the Taste of Nostalgia specials, menu displays, restaurant table toppers and food court signage.
This system allowed for strategic deployment of creative depending on the location and context, while still remaining true to the overarching theme.
Creative Samples
To encourage engagement on and off property, campaign assets were deployed across a wide range of owned, paid and earned media channels. All creative was written by myself and designed under my direction in collaboration with the promotion’s designated graphic designer.
Creative appeared across:
Digital: Website features, email campaigns, animated kiosk screens, interactive displays
Social: Paid and organic social media posts across Facebook and Instagram
Audio: Radio ads, Pandora ads and various on-property audio takeovers
Print: Direct mail pieces, flyers, menus, large format signage and framed displays
This wide distribution strategy gave guests multiple opportunities to interact with the Retro Riches brand , whether they were scrolling their feed, reading a mailer or walking through the casino floor.
Digital Tile
Direct Mail
Large Format Property Signage
Print Collateral
Event Displays
To further immerse guests within the retro theme, I decorated various areas of the property to resemble different locations that one would expect to encounter during the jukebox diner era, to include a diner, car-hop, record shop and sock hop. Each display was more than decorative - it was a storytelling device, allowing guests to physically step into different moments of 1950s Americana as they explored the property.
The goal was to create a sense of place and progression, as if guests were moving through a living, breathing retro town. Together, each display brought the Retro Riches universe to life, encouraging exploration, social sharing, and deeper emotional engagement with the campaign.
Jukebox Diner | MGM Rewards Promotions Center
2. Car Hop & Grand Finale Drawing Area | Casino Floor
3. Record Shop | MGM Rewards Desk
F&B Integration
To extend the Retro Riches experience beyond the casino floor, I partnered with the Food & Beverage team to develop limited specialty menus, under the name “Taste of Nostalgia”. These menus included a range of diner classics offered across three of MGM National Harbor’s popular food and beverage venues. The menu specials were promoted alongside the main hero promotion across digital, print and audio channels and, in exchange, the hero promotion was promoted in each dining venue, offering the promotion greater visibility.
