Problem How can Illinois Gaming System create awareness for a com- pany promotional contest? Solution By advertising in proximity to locations with gaming terminals. Background Illinois Gaming Systems (IGS) is placing gaming in establish- ments across Illinois. The category has become increasing competitive with multiple vendors in market. Objective IGS’s goal was to create awareness for partner establishments that host IGS’s gaming terminals, as well as drive awareness of a new company-wide contest. Strategy The out of home campaign was in proximity of partner establishments to drive traffic to those locations and create awareness for their new promotional contest. Their Chicagoland campaign was spread across strategically placed, audience-driven digital network locations wit

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