Fun, electric, memorable all in one city within proximity! MGM Rewards partnered with social media dance Influencers, The Williams Family, with the objective of creating a video content piece that pre-promoted enterprise-wide promotions, events, and offerings MGM Resorts has during EDC weekend, commonly known as Electric Daisy Carnival music festival. Fun, electric, memorable all in one city within proximity!
MGM Rewards produced a short form, social-forward, itinerary-based video featuring The Williams Family and the Jabbawockeez (an MGM Resorts based dance entertainers), showcasing specific offerings, and venues MGM Las Vegas Resorts had to offer prior, during and after a fun filled weekend of EDC. Although EDC is at the end of May, MGM Resorts capitalized on the pre-planning phase of the customer journey while strategizing this video concept.
The video was posted organically utilizing Instagram’s collaboration feature on The Williams Family and MGM Rewards Instagram channels. This content was further magnified through Paid Media flighting through as well as organically posted from The Williams Family’s TikTok. In addition, the Jabbawockeez posted related content with the William Family produced by MGM Resorts following the collaboration.
The social media flight was deemed successful, resulting in an organic analysis on MGM Rewards, Jabbawockeez and The Williams Family Instagram of 3M+ total impressions/video views, a reach of 2.7M+ users and an engagement of 250K+ (likes and comments), resulting in 6.4M+ impressions, 225K+ engagement, 6.2M+ accounts reached. With paid media boosting from The Williams Family TikTok video yielding a combined total of impressions, accounts reached and engagement of: 4.5M+ impressions, CPM- $4.43 (cost per 1K impressions), Video views- 1M+, Cost per video view- $0.02, Link Clicks: 4K+, Cost per link click $4.23, CTR – 0.10%. The audience resonated with this piece positively as we provided an all-inclusive itinerary for an “unforgettable weekend”.
