As Las Vegas geared up for the NCAA March Madness tournament, MGM Resorts and Niche brought Wesley Armstrong and Rachel DeMita, two well-known creators, on board to engage in head-to-head online competitions inspired by the competitive environment of opening weekend.
Leveraging Twitter’s Conversational Ads, Promoted Trends, and Niche, HYFN successfully drove awareness of MGM Resorts as a major March Madness destination while showcasing the entertainment value of a wide range of MGM Resort properties. The experience was amplified as Niche’s influencers were shown engaging in a variety of activities around the resort. Using #LiveFromVegas and a custom emoji, HYFN turned influencer content into engaging Promoted Tweets and Promoted Trends. Conversational Ads also allowed fans to choose which aspects of these influencer competitions to follow. The overall performance of MGM Resorts’ March Madness campaign beat their Q4 travel benchmarks by a huge margin.
Following March Madness, HYFN and MGM Resorts continue to work together to push first-to-market social activations, positioning their properties as premier entertainment destinations around the world.