MGM Gold Strike Casino Sponsorship Activation PlanSam Bruns Jeff HafkeyJake Leyland Ted Lipowicz

Target Market Identification• The Memphis DMA expands through 3 states • Memphis population: 646,889• Population of 50 and older: 182,156• 47.5% of the population is male • 14.45% of households have an income over $100,000

Strategies • Promote M Life membership by showcasing the benefits of

ownership• Extend reach by focusing on increasing social media presence

and effectively using allotted television and radio commercials during Grizzlies broadcasts

• Strengthen casino’s brand placement and image in the minds of consumers by focusing on awards and amenities

Activation Ideas• Develop commercial featuring M Life Rewards member with

Vince Carter that highlights benefits of program• “Strike Gold” Campaign that is both a commercial and contest• VIP Experience for M-Lifer includes day with player and

commercial filming experience• Encourages signing up for M-Life program at the end by saying

“You could be next” • Commercial that airs shows brief recap of the experience and

illustrates MGM Gold Strike’s position as the best slot casino in the region

• To be eligible for commercial, participants must sign up for M Life and like Gold Strike Casino on Facebook

Importance of Television Advertising

• Grizzlies rank top 5 in local television ratings amongst all 30 NBA teams

• 672,390 households in the Memphis DMA have a television• TV viewership of Grizzlies’ games has gone up 30% since last

season • Reach of Grizzlies’ broadcasts has increased 24% since last season

Activation Ideas• In addition to the halftime Plinko game, have Plinko games set

up in the atrium featuring smaller prizes• Have liaisons present from the casino to assist with any questions

and promote the casino• To play, participant must like the Facebook page and sign up for

M Life• Representatives will have computers to allow people to sign up at

the table• Prizes should include: free play, dining gift cards to Chicago

Steakhouse, hotel gift cards, and a shirt featuring the logos of MGM Gold Strike and Grizzlies

• Winners will have picture taken and can view them on Facebook

Importance of In-Game Presence

• Grizzlies have an average attendance of 17,329 per game or 95.6% of FedExForum’s capacity

• The 2014-15 season-long attendance was 710,502 • 19 MVP Spotlights provide MGM Gold Strike Casino with

327,000 impressions• Having the game on the court and in the atrium ensures that

all fans will be exposed to casino signage

Activation Ideas• Create an online slot game that is only available on

Facebook• Develop a new game weekly• M Life members get double credits to play• Have a link to sign up for program directly on Facebook

page• Top weekly prize will be tickets to a Grizzlies game and

smaller prizes will be free play and casino comps• One week will feature “NBA Road Trip Experience”

prize where winner will receive two seats on Grizzlies team plane for an away game

Importance of Social Media • 47-65 years olds spend

27 hours/week on the internet• 63% of 50-64 year olds

are on social media • 47% of Americans say

Facebook is their #1 influence of purchases • Focus on Facebook,

only 22% of people over 50 have Twitter