THE 14TH ANNUAL SHORTY AWARDS

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Special Project

Special Project NEW!

Journey of The Coin

Entered in Hospitality & Travel

Objective

Have you ever wondered what happens to the coins in the Fountains of Bellagio? Over the last 5 years, over $200,000 worth of wishes have been made in our fountains and donated to those in need through the MGM Resorts Foundation. Our goal is to spread awareness of the MGM Resorts Foundation philanthropic efforts by showcasing a unique side of the world-renowned Fountains of Bellagio Resort & Casino in Las Vegas which took the audience through how MGM Resorts ensures the coins tossed into our beloved fountains lands in the hands of our local Las Vegas community.

Strategy

MGM Resorts International social marketing team produced a short-form storytelling video that took the audience through the steps of our Fountain coin collection program as part of the MGM Resorts Foundation. Social media was the primary platform of this launch, with a goal of overall awareness and total social media engagements.

We wanted the “Journey of the Coin” video to be relatable and resonate with the audience while also beginning on the hero moment of our fountains which we’ve seen drive engagement in the past—only this time, we would take the audience a layer deeper. The shot begins with a couple in front of the Fountains. As they toss the coin over their shoulder, the audience is taken into deep waters with the coin. It is then mid-morning and a diver collects it to compile with the entire coin collection then distributed to our local Las Vegas communities.

The video launched from Bellagio’s Facebook, Instagram, and Twitter in alignment with Giving Tuesday on November 30 accompanied by post copy that read, “This #GivingTuesday, we're focused on making your wish matter. With over $200,000 collected from the Fountains of Bellagio, we are honored to donate to those in need through the @mgmresortsintl Foundation.”

Results

The social media flight was deemed successful, resulting in 5,100K+ total engagements (likes, comments, shares), 32.500K+ video views, and a reach of 82,600K+ video views. The audience shared positive sentiments including, “Another reason why we chose to get married at The Bellagio!” and “Great hotel and a great cause! The Bellagio is simply the best!”.

Media

Video for Journey of The Coin

Entrant Company / Organization Name

MGM Resorts

Links

Entry Credits