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THE TWO LARGEST PROPERTIES IN THE REGION TEAMED UP FOR THE BIGGEST GIVEAWAY IN THEIR HISTORY $4 MILLION OVER TWO DAYS.

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We partnered with Howie Mandel to give away $4 million across two properties in the biggest giveaway in Yaamava' and Palms history.

I led creative strategy for the cross-property activation, using Howie as the face of the high stakes moment. The campaign hinged on a simple hook: "It's not $1 million. Not $2 million. Not $3 million. It's $4 MILLION."

The Million Dollar Briefcase served as the hero icon, with Howie presenting the life changing prize. Dual logo lockups unified both properties, while hourly drawings from 9 to 9 created sustained energy across two days. November 30 featured one guaranteed $1 million winner. December 1 paid out over $2.5 million to 1,300 winners.

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Goal: Drive maximum awareness and foot traffic across both properties by leveraging Howie Mandel's celebrity appeal and the unprecedented $4 million prize pool.

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Approach: Position Howie Mandel as the high energy host and gatekeeper of the Million Dollar Briefcase. Use repetition and scale as the core creative device to make the magnitude unforgettable. Unify both properties through dual logo lockups and a shared visual system.

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Results: Record cross-property visitation, increased Club Serrano membership engagement, and strong earned media driven by the Howie Mandel partnership and $4 million narrative.

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