Gambling with music

What?: Mohegan Sun, the world’s second largest casino, has been utilising classic songs by Toto, Rick James, and The Knack in its recent ad campaigns. The ads opt for the ‘new musical’ agenda, leveraging the current interest in all things High School Musical- and Mamma Mia!-related. The company wants to highlight that there is more to the venue than its 6,200 slot machines and 300 gaming tables; interestingly, both Mohegan Sun and Foxwoods (two massive casinos in Connecticut) recently reported a year-on-year decline in slot-machine revenues, which dropped by $76M. Over 209.2M adults gambled in the US in 2006, nearly half of them older working couples and parents (aged 45+). Young singles (21-35) only made up 3%. Bearing in mind the big names that have played at the 10,000-seat Mohegan Sun Arena – Nine Inch Nails, Justin Timberlake, Coldplay – is the ballad hair rock of Toto the right music to bring in new business?

At the Sun - Mohegan Sun

My Mohegan - Mohegan Sun

Everyone’s Invited - Mohegan Sun