Las Vegas during F1 week is a spectacle of its own. The city transforms into a global hotspot, with luxury brands, high-profile events, and celebrity-filled activations vying for attention. For MGM Resorts, the challenge wasn’t just about being present — it was about owning the luxury narrative in a way that cut through the noise and positioned their properties as the place to experience the Grand Prix.

MGM tasked Viral Nation to craft a campaign leveraging race-week magic, showcasing their world-class amenities and immersive F1 experiences with premium influencer partnerships and driving bookings with high-impact content.

Rather than a one-size-fits-all campaign, Viral Nation hand-selected influencers who each embodied an element of MGM’s high-end, dynamic brand. Influencers were matched with key MGM properties: Bellagio, The Cosmopolitan of Las Vegas, and ARIA, ensuring that their content seamlessly aligned with the identity of each location.

Christina Kirkman’s fun and vibrant storytelling was the perfect fit for The Cosmopolitan of Las Vegas’s innovative and edgy persona. Meanwhile, Mia Baker’s refined take on sports and luxury seamlessly reflected Bellagio’s aspirational prestige and timeless elegance. Miles Chamley-Watson’s fashion-forward aesthetic and elite athletic background embodied the high-energy sophistication of ARIA.

From there, we made sure each piece of content felt personal and meaningful for both the creators and their audiences. Christina Kirkman, a returning MGM partner, wanted a memorable way to celebrate her father’s 60th birthday. Viral Nation and MGM made this possible, bringing her parents along for an unforgettable experience that included VIP access to qualifying and race events, luxurious dinners, and exclusive activations. The thoughtful approach made the campaign not just engaging but also emotionally rich, strengthening its impact with both existing audiences and new fans alike.

By aligning each influencer with the unique persona of MGM properties, we tailored creator content to their unique audience while keeping MGM’s core luxury narrative at the forefront. The campaign delivered highly engaging and shareable moments, ensuring MGM’s properties not only saw maximized awareness but also resonated deeply with audiences.