MGM Rewards partnered with professional race car driver and social media Influencer, Lindsay Brewer, with the objective of pre-promoting MGM Resorts VIP room packages for the inaugural Formula One Las Vegas Grand Prix, taking place on the Las Vegas Strip in November 2023. In the creation of this video content piece, MGM Rewards highlighted its race day experience, including upgraded suite packages, elevated dining opportunities, and luxury amenities included in the purchase of an MGM Resorts F1 package.
MGM Rewards produced short, mid and long-form itinerary-based videos, as well as lifestyle photography, featuring Lindsay Brewer experiencing a future race day weekend at the iconic Bellagio Resort in Las Vegas. Content assisted customers in pre-planning their trip by providing an exclusive glimpse into race weekend packages, including: a relaxing pit stop at the spa, strolling through the shoppes at Bellagio, dining at The Mayfair Supper Club and ending the evening with a final victory lap at NoMad Library at The NoMad Las Vegas.
The video was posted organically utilizing Instagram’s collaboration feature on Lindsay Brewer and MGM Rewards Instagram channels. This content was further magnified through Paid Media flighting, as well as two additional in-feed posts from Lindsay Brewer.
The social media flight was deemed successful, resulting in 583K+ total impressions/video views, a reach of 619K+ users and an engagement of 64K+ (likes and comments).
With paid media boosting, accounts reached and engagement of: 1.3M+ impressions, CPM- $8.84 (cost per 1K impressions), Video views- 88,328, Cost per video view- $0.07, Link Clicks: 11,399K, Cost per link click $1.05, CTR – 0.84%. The audience resonated with this piece positively as it provided them with an exciting look into their itinerary for the inaugural Formula One Las Vegas Grand Prix.
