MGM Resorts International is the world's leading hospitality and entertainment company. Within our deep and diverse portfolio of resort destinations, we create experiences that simply do not exist anywhere else to engage, entertain and inspire.
Our objective for this campaign was to create a social brand narrative of the various pool opportunities at MGM Grand (Lazy River, Lap Pool, Volleyball, Wet Republic, etc.), while also generating awareness of the MGM Grand entertainment (Jabbawockeez, Cirque du Soleil, Steve Aoki) that could assist with driving room booking reservations.This was an initiative for Q3 in 2017 that supported room, cabana, and entertainment sales throughout the pool season. We wanted to WOW our guests… and potential guests looking for the ultimate summer pool destination in Vegas.
Utilizing our in-house agency, we captured footage and edited a high-intensity promo video of MGM Grand's entertainers (Jabbawokeez, Cirque's KA performers, and DJ Steve Aoki) simultaneously partaking in the various activities at the pools/cabanas at the MGM Grand Pool Complex that deployed on Tuesday, June 20; The First Day of Summer!
We used paid targeting in alignment with our "New Up and Comers" demographics; this group is mainly 35-year-old and younger. This crowd seeks a modern hotel with comfortable, updated rooms, a nice pool, diverse bars and lounges, great dining options, and overall classy hotel ambiance. They are more focused on the nightlight and entertainment experiences than other segments.
A series of videos were produced:30 /:60 video and smaller vignettes/:10 - :15 cuts from each scene
Channels of Distribution
We were able to extend campaign reach with the support of MGM Resorts and our partner channels: MGM Resorts International, M life, Monte Carlo, Hakkasan Group, Jabbawockeez, KA by Cirque du Soleil. Other Areas that Increased Reach: MGM Grand marquee, On-property digital screens, website (mgmgrand.com), Email marketing, Quarterly Buzz mailer, M life TV (in-room)
Key Performance Indicators (KPI's) Website referral traffic/website clicks, Social engagement (Video views, shares, reach, likes, comments), Reservations (Room bookings and cabanas), Resident entertainment ticket sales
On Facebook, the Summer Pool Campaign was our top performing post by video views in 2017 with 1.3M Views, the top performing by reach with 1.1M, and 7.9K total engagements. On Twitter, we received 504.4K reach and 1.3K total engagements. Instagram received 53K Impressions, 18K Views, 15K Likes, and 76 saves.
In total, we received 141,439 website clicks, 2,777,604 video views, and a 41% view rate.
From August 9-20, cabana sales sold-out during the summer season and room occupancy increased by 47% from the previous year from the June-September time period.
From June 25- September 21, MGM Grand's residency entertainment ticket sales increased by 13% from previous year.
After being approached by Hulu and CBS, the video ended up picking up spots on the digital streaming and broadcast television space!