MGM Resorts International
(NYSE: MGM) is one othe world’s leading global hospitality companies,operating a peerless portolio o destination resortbrands, including Bellagio, MGM Grand, MandalayBay and The Mirage.
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 platorm 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 lie
Grow share o wallet and oster repeat visits to MGM Resorts’ brands
Build loyalty through exclusive promotions, unprecedented accessand exclusive content
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
targetingeature 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 oerings. Usingproducts such as
and the re-targeting on
, the brand has seen a positive return on ad spend.
MGM Resorts decided it would leverage several o Facebook’s latestproducts in 2012 to acquire new customers or its resorts as well asans or its
where it could build loyalty over time.To acquire new customers, MGM Resorts leveraged Facebook
to drive room bookings. During the year, MGM Resorts ran morethan a dozen Facebook
or properties including ARIA Resort &Casino, Bellagio, MGM Grand, Monte Carlo, The Mirage and New York-New York.
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.
Ater customers claimed the
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
, MGMResorts also used
that displayed in the
oriends o people who had claimed the
: (e.g.: “Meg Sloan claimedan
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:
return on ad spend using customaudiences
return on ad spend usingFacebook Oers
return on ad spend usingFacebook Exchange