News Summary
MGM Resorts International has partnered with Viral Nation as its new Influencer Marketing Agency, aiming to enhance its digital engagement and social content strategies. The collaboration follows MGM’s successful growth and will focus on creating impactful influencer-driven campaigns specifically in Las Vegas. With this change, MGM seeks to connect more authentically with potential visitors through dynamic marketing strategies.
MGM Resorts Welcomes Viral Nation as New Influencer Marketing Agency
In an exciting turn of events, MGM Resorts International has officially appointed Viral Nation as its new Influencer Marketing Agency of Record (AOR). This decision comes after a thorough review process that lasted two months and concluded in late January 2024. The partnership began in April, marking a fresh journey for MGM in its digital engagement strategies.
The Journey to Selection
Choosing an agency to ramp up their influencer marketing was no small feat for MGM Resorts. The company invited three agencies to pitch for the account. Though the names of the other contenders remain under wraps, MGM’s choice of Viral Nation is undoubtedly a strategic move to elevate their brand presence. This appointment follows on the heels of the company’s earlier decision to bring in Mischief @ No Fixed Address as the creative agency, underscoring a shift in focus towards more dynamic and engaging marketing strategies.
What’s in Store for MGM Resorts and Viral Nation
With Viral Nation taking the helm, the agency is set to develop a robust influencer marketing strategy that is primarily focused in Las Vegas. Among the key objectives are enhancing social content creation and organizing experiential activations—essentially crafting experiences that will resonate with potential visitors. Sarah Moore, the Senior Vice President of Marketing at MGM Resorts, shared her enthusiasm for this partnership, stating that influencer marketing plays a critical role in engaging customers.
This new collaboration also addresses the previous relationship with Ykone, which managed MGM’s influencer campaigns from July 2022 until December 2023. While Ykone certainly brought over 350 influencers to MGM’s Las Vegas properties, the strategy lacked a cohesive direction. Recognizing this gap, MGM Resorts is looking to Viral Nation’s expertise to drive better results.
Performance Insights
The timing for this strategic partnership aligns perfectly with MGM Resorts’ impressive financial performance, as they reported a whopping $4.4 billion in consolidated net revenue for the first quarter of 2024, representing a remarkable 13% increase year-over-year. Notably, their Las Vegas operations alone generated $2.3 billion—a solid growth of 4%—showing that there is plenty of potential to harness through influencer marketing.
Viral Nation Steps Up
Leading the charge for the account will be a dedicated team of eight employees from Viral Nation, with Gabe Feldman stepping in as the account lead. Their mission? To craft engaging campaigns that truly connect MGM Resorts with audiences that span across various demographics. The agency is well-regarded for creating impactful campaigns that generate authentic connections between brands and consumers—a perfect fit for MGM’s vision.
Iconic Destinations Await
MGM Resorts boasts a stunning portfolio that includes iconic destinations such as Bellagio, ARIA, The Cosmopolitan of Las Vegas, MGM Grand, and Mandalay Bay. Each of these properties represents a unique experience, and with Viral Nation’s influence, MGM is set to reimagine how they reach out to both locals and tourists alike.
As MGM Resorts embarks on this new chapter with Viral Nation, the spotlight will be on how effectively they can leverage social media influencers to drive customer engagement and profitability. The future looks bright, and we can’t wait to see what innovative campaigns lie ahead. This partnership certainly promises to bring exciting transformation and maybe even some delightful surprises for fans of the brand!
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Additional Resources
- Business Wire: MGM Resorts Taps Viral Nation
- Wikipedia: Influencer Marketing
- PR Week: MGM Resorts Selects Viral Nation
- Google Search: MGM Resorts Viral Nation
- The Drum: Paying Influencers in Travel Marketing
- Encyclopedia Britannica: Influencer Marketing
- Review Journal: Vegas Influencer Marketing Company Deal
- Google News: Influencer Marketing MGM Resorts
