PENN Entertainment

BIG PICTURE

As part of PENN Entertainments transformation into a modern omnichannel entertainment and gaming company, they sought to extend their new corporate brand to the customer experience with a reimagined loyalty program, PENN Play.

OBJECTIVE

Create a brand anthem for the PENN Play, “Well Played” campaign, inclusive of a brand mnemonic (sonic logo) that enables flexibility for adaptions across each of the 4 campaign spots. Create 4 versions of the core anthem that are tailored towards the personality and context of each spot, while maintaining a cohesive sonic branding experience to aid in brand recall.

SOLUTION

Translate the core brand defining attributes of playful, sophisticated and approachable into a musical score. Utilize found sounds associated with the brand experience that aid in brand recognition and client ownability. Extract the strongest brand defining musical assets from the main score to create the PENN Play sonic logo. Execute a multi-genre creative versioning process for each of the 4 campaign spots, to allow for a tailored experience within each of the client personas. Maintain a cohesive sonic identity across the versioning through melodic consistency and the use of sonic assets specifically crafted for PENN’s brand attributes.

RESULT

PENN Play’s launch and first month has exceeded historical performance. It has also impressed customers, boosting organic followers on Instagram, Twitter and Facebook. It’s driven new registrations and is increasing downloads of the app. And it’s given PENN Entertainment the connective tissue needed to strengthen the corporate brand and portfolio as it continues to build capabilities and acquire new offerings and customers.

The campaign won Gold at the 2024 MUSE Creative Awards in the Sonic Branding category, a Silver at the 2023 W3 Awards in the Integrated Campaigns category, as well as Silver for the 2024 Reggie Awards in the Customer Engagement Marketing (CRM, Loyalty, Retention) category.

• +15% web visits
• +55% app downloads
• +20% app active users
• +15% social media interactions

“JBMG not only developed a custom score and sonic logo for one of our largest brands, but they also versioned that hero track in 4 different ways, each having different vibes that better matched the energy of each spot. The creative team and clients were blown away with the final product and to me, the music is the strongest piece across the board.”

Damien Peraino – Prophet (Executive Producer, PENN Play “Well Played”)