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Facebook Case Study MGM Resorts International

Facebook Case Study MGM Resorts International

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05/14/2014

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MGM Resorts International
(NYSE: MGM) is one othe world’s leading global hospitality companies,operating a peerless portolio o destination resortbrands, including Bellagio, MGM Grand, MandalayBay and The Mirage.
facebook.com/mliferewards
Key ResultsGoals
Already a leading social marketer, MGM Resorts International decidedto double down on Facebook in 2012 as the company had seen strongpositive returns on advertising spend on the platorm in 2011. In 2012,MGM Resorts sought to use Facebook’s marketing tools in conjunctionwith AdParlor to:
Acquire new customers or its resorts in Las Vegas and Detroit, Missis-sippi as well as or its loyalty program, M lie
Grow share o wallet and oster repeat visits to MGM Resorts’ brands
Build loyalty through exclusive promotions, unprecedented accessand exclusive content
Strategy
MGM Resorts has taken a three-tiered approach to Facebook, withthe understanding that travel—and Las Vegas travel in particular—isinherently social. The brand starts by acquiring highly qualifed ansinto its databases, either through the
custom audiences
targetingeature or the highly targeted segmentation available on Facebook.The brand then looks to inspire these ans through branding andawareness on Facebook that highlights the unique, one-o-a-kindexperiences available at each o its resorts. Lastly, it seeks to rewardits Facebook community with exclusive content and oerings. Usingproducts such as
custom audiences
 ,
Offers
and the re-targeting on
Facebook Exchange
 , the brand has seen a positive return on ad spend.
Acquisition
MGM Resorts decided it would leverage several o Facebook’s latestproducts in 2012 to acquire new customers or its resorts as well asans or its
Pages
where it could build loyalty over time.To acquire new customers, MGM Resorts leveraged Facebook
Offers
 to drive room bookings. During the year, MGM Resorts ran morethan a dozen Facebook
Offers
or properties including ARIA Resort &Casino, Bellagio, MGM Grand, Monte Carlo, The Mirage and New York-New York.
Offers
typically included a resort credit and an upgrade inexchange or booking two nights:
To reach new customers, MGM Resorts targeted riends o ans in addi-tion to ans.
Ater customers claimed the
Offer
on Facebook, they received an e-mail enabling them to easily complete the booking process.
To scale the impact o riends telling riends about the
Offers
 , MGMResorts also used
sponsored stories
that displayed in the
news feed
oriends o people who had claimed the
Offer
: (e.g.: “Meg Sloan claimedan
Offer
rom ARIA Resort & Casino”).
The global hospitality company uses Facebook to acquirenew customers, convert them into guests, and ultimatelyretain them as brand loyalists, consistently seeing returnson ad spend higher than 3X for each stage of the purchaseprocess.
Case Study | ROI/Sales
Preferred Marketing Developer:
5x+
return on ad spend using customaudiences
3x
return on ad spend usingFacebook Oers
15x
return on ad spend usingFacebook Exchange

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