In November 2023, Las Vegas became the global epicenter of Formula One for the first time since 1981. With the threat that oversaturation of F1 messaging in the market, MGM Resorts aimed to capitalize on this historic event with six key objectives:
Prove the unparalleled experience of witnessing the race in person at MGM Resorts.
Highlight the exclusive benefits of being an MGM Rewards member.
Establish MGM Resorts as the optimal blend of luxury and prime location.
Showcase the unique MGM Resorts difference in experience, entertainment, and hospitality.
Create FOMO-inducing VIP experiences.
Ensure the significance of the historic moment was deeply felt.
MGM Resorts implemented a comprehensive four-phased communication strategy across various channels, including paid media, PR, brand communications (email & website), social and influencer marketing, out-of-home (OOH), on-property activations, and connected TV.
Phase 1 - Awareness: Build awareness of the upcoming F1 race in Vegas.
Phase 2 - Superiority: Establish MGM Resorts as the best choice for experiencing F1 in Vegas.
Phase 3 - Proposition: Broaden the proposition and drive MGM Rewards Member acquisition.
Phase 4 - Urgency: Create urgency by highlighting individual property activations, experiences, and securing last-minute sales and reservations.
MGM Resorts created an immersive experience at the Bellagio Fountain Club, offering guests unparalleled views, exceptional cuisine, Dolby Vision on LG OLED TVs, and post-race access to The Winner's Circle.
The iconic "Shoey" activation at the MGM Rewards Shoey Bar, exclusive to Bellagio during race weekend, became a fan favorite.
Well, We Lapped the Competition: The strategic execution yielded impressive results, showcasing MGM Resorts' dominance during the Formula One event:
Coverage of 20+ property activations through 400 social posts.
A commanding 44% share of social voice, surpassing the closest competitor's 24%.
The "Shoey Bar" garnered 982 mentions with a reach of 1.3 billion.
15 celebrity sightings, enhancing the event's star-studded appeal.
7 influencers published 70 posts, amplifying the reach and impact.
Paid support generated an additional 8 million impressions with a low 0.1 Cost Per View, well below the benchmark.
MGM Resorts successfully positioned itself as the ultimate destination for experiencing the Formula One event in Las Vegas, achieving unprecedented social engagement, celebrity endorsements, and influencer coverage. The innovative activations, particularly the "Shoey Bar," not only captured attention but also became a standout moment in social conversations, solidifying MGM Resorts' impact on this historic occasion.
