In April 2022, Park MGM Las Vegas welcomed back Brian Newman After Dark for his spring and summer residency at the show-stopping venue, NoMad Library. As the the band leader and trumpeter of Lady Gaga's Jazz & Piano show at Dolby Live, Brian Newman hosts a short-term residency into the late evening. The show features a jazz band, burlesque and a collection of special guest entertainment through Newman's network of star-class performers.
With a goal to increase show awareness and ticket sales among Lady Gaga fans, Las Vegas locals and visitors to The Brian Newman After Dark spring and summer residency from April 14 & June 3 - July 17, Park MGM social media put their heads together to curate unique story-telling content with Brian Newman—all while using absolutely no budget.
In an effort to drive awareness of the show and ticket sales, Park MGM social media worked alongside the entertainers to create a video series that leaned into Brian Newman's personal brand and welcoming, energetic persona along with his wife and co-performer, Angelique putting the duo center-stage to show the audience what an evening might be like at Brian Newman After Dark.
This series launched with a Brian Newman After Dark hype reel that nods to the iconic back-of-house scene in the movie 'Good Fellas' with supporting messaging brought to fruition through Q&A with Newman and Angie along with a series of Brian Newman enjoying the resort. In doing so, we captured compelling content telling Brian Newman’s story and piquing interest for the show to deploy the content on Facebook, Twitter, Instagram and city-wide digital marquees.
The video series resulted in 148,193 users reached, 127,226 impressions, 79,418 full views, 3.12% engagement rate, 292 post shares and 34,781 Instagram Story impressions.