Role: Strategy, Concept • Content: MGM Social

New York-New York is the thrill-seeker of the MGM Resorts portfolio, so when we saw the “Man on the Roller Coaster” trend, we did everything in our means to tap in speedily with a clear goal: promote the Big Apple Coaster.

We grabbed the nearest employee, threw her on the ride and made it relatable to the audience. What’s worse than being hungover in Vegas? Being hungover on a roller coaster in Vegas.

The video went viral–a term we try to use at a minimum, but in this case the content exceeded expectations on both Instagram and Twitter, all while driving even further conversation around iconic coaster and landing in the top-performing organic post for New York-New York of all-time.