Tramroulette

The Tramroulette Facebook Live streams reached three times the number of people in the Holland Casino fan base. Really high considering this was purely organic, as Facebook Live cannot be pushed with ad budget. Tramroulette was the best scoring social post for Holland Casino ever in terms of engagement (views, likes, comments). Although in a casino, a roulette table seats max 8 people, Tramroulette was played by 2.200 people. It was watched, liked and shared by a multitude of that. The most beautiful result was the very positive sentiment that indicates this paid off in positioning Holland Casino as the only true Casino for the player inside you.

Tramroulette: a spontaneous real life casino experience outside of a casino. It could be played on the spot, as well as through Facebook Live – a first for at least the Netherlands. The tram stop was converted into a roulette strip and each round of play the roulette ball was positioned at another spot on the tram approaching the stop. Travellers and passes by were inspired, guided and handed out their prizes on the spot by real Holland Casino Croupiers. On Facebook Live there also was a dedicated ‘community croupier’ that did the same to activate viewers to play along. In this way, a regular tram stop converted into a casino became interactive cross channel game experience.

Holland Casino believes there’s a player in everyone. On top of communicating this, Holland Casino also wanted to take this to the public outside the casino and let them experience it. Because truly proving this belief enhances the positioning of Holland Casino as the only genuine/true/real casino. Especially important in the Dutch gambling market that faces increased liberalization in the near future.

Jury Feedback

OUT-OF-HOME / BRONZE 

‘Fun still works. Not a complicated idea, it’s simple and efficient. Involving people in a story, recreating the excitement of play. Putting product outside. Sampling in a fun way.’