MGM Resorts rolls out loyalty program with data-fueled acquisition campaign

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MGM Resorts rolls out loyalty program with data-fueled acquisition campaign
MGM Resorts rolls out loyalty program with data-fueled acquisition campaign

The Offer: MGM Resorts International launched a campaign on January 11, promoting its revamped loyalty program. It offers four tiers of reward options based on customer behavior, while the marketing campaign encourages participation through a sweepstakes with 11 weekly and two grand prizes. Prizes highlight experiences available at the hospitality company's 15 destinations.

The Data: MGM e-mailed its entire database of 60 million customers over a 10-day period in January to drive awareness and participation in the newly named M life Players Club program. Site visitors must enter basic demographic information, including their birthday and, if they choose, an anniversary in order to enter both 
M life and the sweepstakes. Customer behavior informs the types of rewards each guest receives. 

The Channel: Materials push participants to a microsite where loyalty members can participate in the sweepstakes through the end of March. The loyalty program has its own YouTube channel and Facebook page, and each property's fan page contains an "M life" tab that links to the entry form. Customers who qualified for the top-tier of the program are automatically enrolled and receive a direct mail piece with the card.

The Creative: MGM worked with SK&G Advertising for creative, but manages production in-house. Images and video showcase the various properties and experiences that MGM offers. Each of the 11 weekly prizes are listed, with many cross-property promotions highlighting the company's entertainment options. 

The Verdict

Stacia Goddard is EVP of strategy at Purple@Epsilon, Epsilon's digital and direct agency. She previously worked as managing director at Hill Holliday. Learn more about her in a Q&A.

MGM successfully married classic CRM with brand experience for M life. Driven by data and predictive analytics, this program leverages customer preferences to create a custom dialogue of unique messages, special offers and personalized experiences for its loyal guests.

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