Formula One comes to Las Vegas for the first time since ‘82
Role: Strategy, Creative Direction • Content: MGM Social, InColor Studios
Formula One coverage was the most comprehensive effort ever by the MGM Resorts social team and internal counterparts–and we lapped the competition. Social content deployed day-to-night throughout the week-long F1 takeover resulting in overnight editing shifts, 1,400+ pieces of content, 6.5M steps from our dedicated team.
No one covered the inaugural Las Vegas Grand Prix like MGM Resorts.
44%
Share of Voice
1.3B
Reach
2.72%
Engagement Rate
Always-On Approach
Influencers and celebrity figures were leveraged during pre-promotion as well as showcasing a star-studded event all weekend long.
We engaged partner requests in real-time, driving extreme reach with the likes of ESPN causing a fuss over our Shoey Bar.
We sought out opportunities for Surprise and Delight with guests in Las Vegas, giving away tickets to this extremely exclusive event.
Credits
Strategy & Creative Direction – Chelsea Dueño, Aaron Barry
Influencer Strategy – Jessica Dove, Darya Abbassi
Content Creation – Michael Edwards, Kurt Lubas, Sean Jones
Agency – In Color Studios