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MGM Resorts Strengthens Digital Engagement with Influencer Marketing

Las Vegas MGM Resorts with influencers engaging

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News Summary

MGM Resorts International has appointed Viral Nation as its Influencer Marketing Agency of Record, marking a strategic move to enhance its digital engagement. This partnership follows a thorough review process and aims to create captivating content and measure campaign effectiveness in Las Vegas. With a talented team led by Gabe Feldman, MGM looks to redefine how brands connect with audiences, particularly amidst its impressive financial growth.

MGM Resorts Strengthens Digital Engagement with Influencer Marketing

Exciting news is rolling out from the glamorous world of MGM Resorts International! The company has officially appointed Viral Nation as its Influencer Marketing Agency of Record (AOR). After a thorough review process that lasted two months and concluded in late January 2024, MGM Resorts has decided to work with this dynamic agency to elevate its digital presence and engage audiences in a fresh and innovative way.

A New Chapter Begins

Viral Nation kicked off its collaboration with MGM Resorts in April 2024, ready to embark on a journey that promises to be vibrant and engaging. This partnership comes shortly after MGM Resorts welcomed Mischief @ No Fixed Address as its creative agency of record, demonstrating a strategic move towards enhancing its marketing efforts.

During the selection process, three agencies put their proposals on the table for MGM’s influencer marketing account. Although the names of the other competitors remain under wraps, the excitement about Viral Nation’s appointment is palpable among marketing enthusiasts.

What’s in Store?

With a keen focus on developing an influencer marketing strategy in the bustling city of Las Vegas, Viral Nation aims to create captivating social content and experiential activations that will undoubtedly resonate with audiences. Their plans include not just influencing consumer decisions, but also a strong emphasis on measuring campaign effectiveness and boosting customer profitability.

Sarah Moore, Senior Vice President of Marketing at MGM Resorts, expressed the significance of influencer marketing in fostering customer engagement. She highlighted that it’s not just about reaching a wide audience, but connecting with them in a meaningful way.

Bridging the Gap

This marks a new era for MGM Resorts as Viral Nation takes over from Ykone, which managed the brand’s influencer efforts from July 2022 up to December 2023. While Ykone successfully brought an impressive roster of about 350 influencers to MGM’s Las Vegas properties, the focus lacked a strong strategic backbone. The appointment of Viral Nation aims to change that by forging deeper connections with online audiences through innovative and engaging campaigns.

Impressive Financials

The timing of this partnership is noteworthy as well. In the first quarter of 2024, MGM Resorts reported consolidated net revenue of $4.4 billion, reflecting a robust 13% increase year-over-year. Their Las Vegas operations alone generated $2.3 billion, which is a 4% increase compared to previous performance. These remarkable figures underline the potential and importance of crafting a strong digital engagement strategy, especially in a competitive market.

A Talented Team

The team from Viral Nation working on the MGM account consists of eight talented individuals, with Gabe Feldman stepping in as the account lead. Together, this team is determined to create enticing campaigns that connect MGM Resorts with diverse audiences, leveraging the power of social media influencers.

A Bright Future Ahead

Viral Nation is well-regarded for its proficiency in developing impactful marketing campaigns that nurture authentic connections between brands and consumers. With MGM Resorts having a portfolio that includes iconic names like Bellagio, ARIA, The Cosmopolitan of Las Vegas, MGM Grand, and Mandalay Bay, the possibilities for innovative storytelling and immersive experiences are simply endless.

As MGM Resorts and Viral Nation continue to collaborate, everyone is eager to see how their strategies unfold. This initiative promises not only to enrich the MGM experience but also to redefine how brands engage with their audiences in a captivating and modern way. Stay tuned for more updates on this exciting journey!