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INITIATIVE
Creating a new category by borrowing a known (and loved) promise
CHALLENGE
The complexity
Following the legalization of online gaming in key markets, MGM Resorts needed to cultivate both a new consumer behavior and a new brand extension: playing with real money, on a mobile device, outside of a casino.
EXECUTION
My role
WORK
Creative Strategy
Concepting
Campaign Design
Creative Direction
APPROACH
As the creative strategy lead for their marketing agency, I drove campaign positioning and concepting for the launch of the company’s PlayMGM app — which promised to bring the excitement of Vegas to mundane moments in everyday life.
SUCCESS
Our results
The app had a highly successful cross-platform GTM that exceeded adoption goals, and has since grown and evolved into BetMGM, generating nearly $3B in annual revenue.
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