Case Study: MGM Resorts drives 22.7M impressions and 14% higher positive sentiment with Twitter

MGM Resorts uses Twitter and Periscope to sell New Year’s Eve in Vegas

MGM Resorts wanted to position Las Vegas as the “Times Square of the West” for New Year’s Eve and reach millennials who were hard to engage with traditional marketing. Working with Twitter, MGM Resorts used Twitter and Periscope to promote its properties and showcase the excitement of Vegas events through campaigns like #Lookback16 and #LiveFromLV.

Twitter helped MGM Resorts execute influencer-led live broadcasts, conversational ads, Promoted Video, and emoji-driven engagement, creating a strong millennial conversation around the brand. The campaigns delivered 22.7 million impressions, 5.4 million Periscope video views, and 641K engagements, while boosting positive brand sentiment by 14% post-campaign.

MGM Resorts

Lilian Tomovich

Chief Experience Officer/CMO