In 2023, Las Vegas welcomed the global event, Formula One, back to take over The Strip for the first time since 1981. Leading up to the iconic event – ARIA Las Vegas found itself close to the action, and eager to insert themselves into the conversation. The solve? Take our MGM Rewards x Formula One branded racecar for a spin around property leveraging technology, social media, and CGI. The goal? Increase awareness of ARIA’s participation in race weekend and social media engagement rate for F1 content among the ARIA social audience by 1.5% from October 22 – November 13, 2023.
We conducted a four-day CGI production with talent to create a seven-part social media video series to build awareness, excitement and increase engagements on the ARIA social channels aligned with the Formula One Las Vegas Grand Prix. We filmed at seven different locations at ARIA to feature our venues in unique styles to coincide with the Formula One Vegas race.
The social team created a seven-part social media video series promoting Formula One Las Vegas by producing CGI race cars zooming through iconic venues inside ARIA Resort & Casino to lean into the excitement surrounding the Strip-wide event and showcase our venues in an organic fashion to increase visits to ARIA Resort & Casino during F1 race weekend.
This unique tactic deemed extremely successful, supreseding ARIA's average engagement two-fold. The series garnered an average engagement of 3.291% for the pre-promotional videos, resulting in more than double our average engagement rate and surpassing our goal of 3% E/I.
