Position: Executive Director of Brand Strategy
My Role: MGM Resorts Lead Brand Strategist, Production, & Launch support to sister company BetMGM.
Campaign summary: For Super Bowl 2024, our goal was to capture as much share of voice as possible. This presented a huge opportunity for BetMGM, one of the few sports betting brands operating in Nevada. MGM Resorts, with numerous experiences that fans had to walk through to get to the game, had a distinct advantage. Our strategy began the year prior by trolling the city of Phoenix about how superb the Las Vegas Super Bowl would be the following year. This playful tactic set the stage for our aggressive approach to customer acquisition, leveraging the physical presence and unique offerings at MGM Resorts to attract and engage as many fans as possible.
Enter The MGM Zone
MGM Resorts had a distinct advantage with numerous experiences that fans had to walk through to get to the game. Our strategy began the year prior by trolling the city of Phoenix about how superb the Las Vegas Super Bowl would be the following year. This playful tactic set the stage for our aggressive approach to customer acquisition. By leveraging the physical presence and unique offerings at MGM Resorts, we aimed to attract and engage as many fans as possible, maximizing customer acquisition and overall engagement during the Super Bowl.
Celebrity Ambassadors | Tom Segura and Bert Kreischer
Through relationship building and the fortunate timing of their show at MGM Grand, MGM Resorts partnered with comedians Bert Kreischer and Tom Segura to take over MGM's social media channels during Super Bowl week. This unique and entertaining initiative showcased the diverse offerings across all the strip properties.
THE KING OF SPORSTBOOKS TAKES REIGN
For Super Bowl 2024, our goal was to capture as much share of voice as possible. This presented a huge opportunity for BetMGM, one of the few sports betting brands operating in Nevada. We implemented high-visibility tactics such as printing one of the largest vinyl logos in the city on the Luxor, ensuring it would be caught on broadcast for free advertising. Additionally, we took over as much real estate of advertising space on buildings and public locations to achieve the same result, further enhancing BetMGM's visibility.
Oh, and a little help from Tom Brady, Vince Vaugh, and Wayne Gretsky
BetMGM enlisted two of the greatest athletes of all time, along with Vince Vaughn, to create a major Big Game spot. My role was to bring the MGM Resorts portfolio to life, seamlessly connecting the MGM brands into one impactful piece.