News Summary
MGM Resorts International has appointed Viral Nation as its new Influencer Marketing Agency of Record following a two-month review process. This strategic partnership aims to enhance MGM’s digital presence and customer engagement through tailored influencer marketing strategies focused on Las Vegas. Viral Nation’s team, led by Gabe Feldman, will implement exciting social media content and experiential activations. This collaboration replaces the previous agency, Ykone, and comes as MGM reports remarkable growth in its financial performance.
MGM Resorts Welcomes Viral Nation as its New Influencer Marketing Partner
In a lively move to boost its digital presence, MGM Resorts International has officially appointed Viral Nation as its Influencer Marketing Agency of Record (AOR). The announcement comes after an extensive two-month review process that wrapped up in late January 2024. Excitingly, Viral Nation has already rolled up its sleeves and started working with MGM Resorts as of April 2024, eager to make waves in the influencer space.
The Journey to the New Partnership
The selection of Viral Nation follows a notable decision by MGM Resorts to bring on Mischief @ No Fixed Address as its creative agency of record earlier this year. Three different agencies pitched their ideas for the influencer marketing account, but MGM opted not to disclose who the competitors were. Nonetheless, the choice of Viral Nation is a significant step for the company, indicating a fresh approach to tackle influencer marketing.
What’s on the Agenda?
So, what does this all mean for MGM Resorts? Well, Viral Nation is set to focus on crafting an influencer marketing strategy tailored specifically for Las Vegas. This will involve a strong emphasis on creating exciting social media content and implementing experiential activations. In simpler terms, they are aiming to connect with audiences through engaging and interactive experiences with influencers.
Not to be overlooked, the appointment also comes with a clear mandate: to measure success and enhance customer profitability. Sarah Moore, the SVP of Marketing at MGM Resorts, highlighted the critical role influencer marketing plays in increasing customer engagement. This strategic shift suggests that MGM Resorts is looking to foster deeper connections with its guests, especially among the digitally savvy crowd.
A Look Back
This new relationship with Viral Nation replaces the previous partnership with Ykone, which had been managing MGM’s influencer work since July 2022. While Ykone did bring in 350 influencers to promote the brand’s Las Vegas properties, it lacked a robust strategic focus. They worked with MGM until December 2023, but the company is now looking to up its game with Viral Nation’s expertise.
Impressive Financial Growth
MGM Resorts appears to be well positioned for this new chapter, particularly in light of its recent financial performance. The company reported an impressive consolidated net revenue of $4.4 billion in Q1 2024, a remarkable 13% increase compared to the previous year. Their operations in Las Vegas alone generated $2.3 billion, signaling a 4% growth in the region. With these numbers, it’s clear that MGM Resorts is primed to leverage influencer marketing effectively.
A Dynamic Team Behind the Scenes
The team from Viral Nation that will be taking the reins for MGM Resorts includes eight talented employees, led by the account lead, Gabe Feldman. With such a dedicated group in place, there’s a lot of excitement about the potential for creating engaging campaigns that resonate with a wide variety of audiences.
Looking Ahead
As the collaboration unfolds, fans of MGM Resorts can expect to see campaigns that aim to connect the brand with diverse audiences through a range of social media influencers. Viral Nation is well-known for crafting impactful campaigns and nurturing authentic connections between brands and consumers, making them a strong fit for MGM Resorts’ objectives.
With iconic properties that include the Bellagio, ARIA, The Cosmopolitan of Las Vegas, MGM Grand, and Mandalay Bay, MGM Resorts is setting itself up for an exciting future in the digital engagement landscape. The coming months will be crucial as we witness how this new partnership unfolds and shapes the narrative for one of the world’s premier entertainment brands.
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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
