MGM Resorts International has recently teamed up with Viral Nation for an influencer marketing campaign. After a two-month review process that ended in January, Viral Nation was chosen to handle the account. The collaboration officially began in April.
The goal of this partnership is to enhance MGM Resorts’ influencer marketing strategy in Las Vegas by creating social content and organizing experiential activations. The focus will be on measuring the effectiveness of the campaigns and increasing customer profitability.
Sarah Moore, the SVP of marketing at MGM Resorts, emphasized the importance of influencer marketing in today’s digital landscape. She mentioned that the company has been working on improving media measurement and customer profitability across all marketing channels. The partnership with Viral Nation is seen as a crucial step in this direction.
Ykone, the previous agency handling MGM Resorts’ influencer work, mainly focused on facilitating influencer partnerships without a comprehensive strategy or reporting. MGM Resorts decided to switch to Viral Nation to align its influencer marketing efforts with its consumer segments more effectively.
Viral Nation CEO, Joe Gagliese, and his team will be working closely with MGM Resorts to develop influencer marketing campaigns tailored to different consumer sets. The focus will be on creating a unique branded experience for visitors to Las Vegas.
In addition to influencer marketing, Viral Nation will also be involved in discussions around social strategy. The agency’s director of global enterprise and strategic accounts, Gabe Feldman, will be leading the account with a team of eight employees.
MGM Resorts recently reported a consolidated net revenue of $4.4 billion in Q1 2024, showing a 13% increase compared to the previous year. The Las Vegas segment alone generated $2.3 billion, marking a 4% growth. Some of the iconic properties under MGM Resorts’ Las Vegas portfolio include the Bellagio, Aria, The Cosmopolitan of Las Vegas, MGM Grand, and Mandalay Bay.
Overall, the collaboration between MGM Resorts and Viral Nation aims to leverage the power of influencer marketing to enhance customer engagement and drive profitability in the competitive Las Vegas market.