One of the major parts of the campaigns was the extensive use of lifecasting. By incorporating influencers to document their positive experiences of MGM Resorts with photos and live video on Periscope (archived for later use), the campaign created significant positive uptick in brand recognition and sentiment.
The campaign did not rely purely on live lifecasting: some of the content was captured earlier and shared in the run-up to the main event of the new year celebrations. This provided a backup when technical issues occurred, could be more actively curated, and was still engaging.
Millennials are a difficult audience to reach and brands often struggle to connect with them. However, by bringing influencers to the lights and sights of Vegas and effectively using Periscope and Promoted Video, @MGMResortsIntl was able to break through the crowded Twitter timeline and capture their attention much more effectively.