In February 2022, MGM Resorts International rebranded its loyalty program from M life Rewards to MGM Rewards; a new and improved, simplified program for guests who can now earn rewards for hotel stays, dining, slots, table games, entertainment and more. MGM Rewards brings more ways to earn aspirational - yet attainable - benefits and experiences to engage, understand, and recognize MGM’s high-value customers and drive meaningful relationships with MGM Resorts guests.
In an effort to bring awareness to the program and drive new member acquisition, MGM Rewards sent customers on an over-the-top scavenger hunt for “hidden” QR codes across The Strip, giving members access to the craziest Vegas vacation grand prize ever, including a grand prize of a private jet flight to Las Vegas with Grammy award-winning singer Usher, who began his new residency at Park MGM on July 15. In addition to the opportunity to win one of 100 incredible high-end prizes (upgrade to NOIR or Platinum status with MGM Rewards, credits for a cruise, hotel stay and dining in Las Vegas, tickets to Football's Biggest Game in 2023) and more!
From June 29 through July 11, MGM Rewards gave over $150,000 in prizes to members who scanned and entered The Wild Wild Quest – including a grand prize of a private jet flight to Las Vegas with Grammy award-winning singer Usher! Users joined "The Wild Wild Quest" by searching for QR codes at Bellagio, ARIA, MGM Grand, Mandalay Bay, Park MGM, The Mirage, New York-New York, Luxor and Excalibur. Signage at each of the participating resorts shared details about "The Wild Wild Quest" and offered clues leading to on-property QR codes. Hidden in plain sight on everything from everyday objects to some of the city’s most iconic attractions (hint: flowers flourish at this iconic garden, center Strip, where you'll see giraffes and zebras during your next trip).
For non-guests, expert sleuths were able to find other unique QR codes hidden in the MGM Rewards TV commercial that aired nationwide, online, and by mail. Upon scanning a Wild Wild West QR code, participants were prompted to enter the sweepstakes, and to sign up for or sign into their MGM Rewards accounts, to be eligible to participate for a chance to win a prize.
Scanning the hidden QR codes took the customer to a landing page where they completed their entry process. Each unique QR code can was scanned to open an online entry page where entrants received a single sweepstakes entry (six sweepstakes entries max per person) for the opportunity to win one of 100 incredible high-end prizes.
A full 360 marketing plan to drive customer action was delivered through targeted PR outreach with national media coverage landing spots on Yahoo!, Forbes and Play USA, influencer and interactive social media placements, targeted organic and paid media posts, email blasts and pre-arrival messaging, dedicated quest website, on-property communications, dedicated messaging running on digital screens, IPTV and marquees, hint cards in-room as pillow topper and at MGM Rewards desk, and employee interactions and communication plaques next to installations.
Social marketing partnered with local Influencers to create content to tease/drop hints about the quest to raise awareness and build hype and anticipation for the sweepstakes. Influencer content was distributed on Instagram, Instagram Reels, Facebook and Tik Tok with paid amplification that garnered 4.5M TikTok video views, 620K people reached, 17M impressions, and a 4.35% engagement rate.
Additionally, compelling social content was captured with all on-property entertainers who activated awareness to drive users to scan the QR Codes around the installations. Cirque du Soleil performers at Bellagio, Mandalay Bay and The Mirage, the Jabbawockeez at MGM Grand, and Thunder from Down Under at Excalibur were among the few.
Winners were notified soon after the sweepstakes ended, and in October 2022, their Ultimate Vegas Grand Prize Experience was captured and deployed on MGM Rewards social media channels.
In total, the Wild, Wild Quest campaign drove 24k unique scans and 33k total entries which led us to achieve an engaging record number of MGM Rewards members, an increase in tracked gaming and non-gaming spend, enhanced awareness of MGM Resorts portfolio, aligning MGM Resort's portfolio and loyalty program with a new customer-facing brand.
Overall social results led to 37M impressions, 16M full views, 70K click-throughs, 4.8% Instagram ad recall, +12 points YouTube view rate, 11% Meta ad recall.