1. MGM Gold Strike Casino Sponsorship Activation Plan
Sam Bruns
Jeff Hafkey
Jake Leyland
Ted Lipowicz

2. 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

3. 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

4. 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

5. 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

6. 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

7. Importance of In-Game Presence
Grizzlies have an average attendance of 17,329 per game or 95.6% of FedExForum’s capacity
The 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

8. 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

9. Importance of Social Media
47-65 years olds spend 27 hours/week on the internet
63% of 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