Role: Strategy, Creative Direction • Agency: Swoon

Leading up to the iconic event – ARIA Las Vegas found itself close to the action, and eager to insert themselves into the conversation. The solve? Take our MGM Rewards x Formula One branded race car for a spin around property leveraging technology, a tentpole of ARIA’s brand. The goal? Increase awareness of ARIA’s participation in race weekend and social media engagement rate for F1 content among the ARIA social audience by 1.5% from October 22 – November 13, 2023.   

ARIA’s average engagement rate is 1.5%, the average engagement rate for the seven F1 CGI pre-promotional videos was 3.291%, resulting in more than double our average engagement rate and surpassing our goal of 3% E/I.