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FIRST QUARTER COVERAGE HIGHLIGHTS
FIRST QUARTERCOVERAGE HIGHLIGHTS
FIRST QUARTER MEDIA HIGHLIGHTS
Q1 Overview
Search Term Google hits
“Harrah’s Total Rewards” 31,800 sites
“Caesars Total Rewards” 7,740 sites
“Club Grazie” 29,300 sites
“M life Players Club” 124,000 sites
M life web presenceM life by the numbers
Topics Figures
Total M life sign-ups 1,000,000
Total sweepstakes entries 334,867
M life Facebook fans 15,582
Press releases distributed 9
17%4%
15%64%
Players Clubs Web Presence
“Harrah’s Total Rewards”
“Caesers Total Rewards”
“Club Grazie”
“M life Players Club”
FIRST QUARTER MEDIA HIGHLIGHTS
PRNewswire ARC Platform
Topics Figures
Total page views 24,936
Total video views 14,623
Number of media outlets that viewed the platform
942
Web sample audience
22,604,844
Web sample AVE $1,945,761
People who signed up after viewing the platform
4,562
Stats as of April 12, 2011
FIRST QUARTER MEDIA HIGHLIGHTS
Story Highlights
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“There are countless resort and casino loyalty programs in Las Vegas these days, but none quite like MGM Resorts’ new M life.”
About M life and its competition:
FIRST QUARTER MEDIA HIGHLIGHTS
“Now the buzz is about fantasy experiences, the latest of which are tied to and MGM Resorts casino loyalty program called M life Players Club.”
Clip Highlight
About M life and Las Vegas:
FIRST QUARTER MEDIA HIGHLIGHTS
“Called M life, the program tracks spending at the company's casinos and uses a proprietary technology to create personalized rewards for program members.”
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About M life and technology:
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“Now known as M life, new rewards include the chance to program the Fountains at Bellagio in Las Vegas for the day.”
About M life moments:
FIRST QUARTER MEDIA HIGHLIGHTS
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“In combination with its world-renowned offerings, M life uses proprietary analytical technology that better tracks consumer preferences to create individualized rewards that are meaningful to members.”
About the technology of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“MGM’s program is an aggressive move to leapfrog competitors in attracting new customers and grab a bigger share of what existing customers spend while they’re in town.”
About the business strategy of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“Among other benefits, members can rack up M Life Moments, which include a chance to direct the Bellagio Fountains, a cameo in a Cirque du Soleil show and a lesson with one of the resort’s celebrity chefs.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“The marketing arrangement involving MGM’s revamped loyalty program, M Life, also would recognize MGM rewards club members at SBE venues, entitling them to nightclub perks and the like.”
About the partnership between M life and sbe:
FIRST QUARTER MEDIA HIGHLIGHTS
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“M Life is MGM Resorts International's answer to Marriott Rewards, Hilton Honors, Caesars Entertainment's Total Rewards and other hotel or casino customer reward programs.”
About M life and its competitors:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“To introduce the program, MGM Resorts has injected some wow factor by offering glamour prizes, such as a high-roller weekend, a gourmet dining extravaganza, and ringside boxing tickets in a free sweepstakes that anyone can enter at www.mlife.com.”
About the Live the M life Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
“But for benefit of you who roll high, I’m told that the card can win you access to cool stuff like a pastry lesson with chef Jean-Philippe Maury or the opportunity to design your own Bellagio Fountain show.”
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About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“Later this year, MGM Resorts plans to allow club members to pad their M life accounts with nongaming purchases, such as dining and entertainment.”
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About the non-gaming roll-out for M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“The company wants to boost loyalty by offering existing customers experiences they cannot buy such as high-roller treatment and access to celebrities, chefs and backstage events.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“MGM Resorts' new program, M life Players Club, allows customers to earn and redeem reward credits and points at all MGM Resorts casinos.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“The program will track and reward spending on gambling and will do the same for non-gambling spending at company resorts later this year.”
About the tracking of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“M life offers member one-of-a-kind experiences, insider privileges, personalized rewards, transparency and an aspirational tiered approach with escalating earning potential.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“It's not just another loyalty program where you're accumulating miles or points. It's really an engagement with a consumer.”
About the relevance of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“The rewards program is a major investment by the casino giant to tailor benefits to individual members.”
About the investment of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“It basically brings a program to everyone that allows them to take advantage of all of our assets.”
About the advantage of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“But the idea is that it’s going to track spending across their resort empire.”
About the tracking of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“The gaming giant debuted its new M life program today - it’s a loyalty program with an 11-week sweepstakes.”
About the debut of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“M life gives guests a chance to take part in a number of attractions at MGM properties.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“As you progress through the tiers, the benefits keep getting better and better and better.”
About the tier benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“MGM is now offering a new perks package that is going to blow away the competition.”
About the impact of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“Today our loyalty program continues to be more centered around our casino, but our vision is really to make it a program that touches all of our assets.”
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About the future plans of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“The company wants to boost loyalty by offering existing customers experiences they cannot buy, such as high-roller treatment and access to celebrities, chefs and backstage events.”
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About boosting loyalty with M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“One of the most important initiatives for casino operator MGM Resorts International this year is M Life, its revamped loyalty program that is the company's attempt to generate more cash flow at its properties.”
Clip Highlight
About the initiatives of MGM Resorts:
FIRST QUARTER MEDIA HIGHLIGHTS
“Casino operator MGM Resorts International is relaunching its gambling loyalty program with an 11-week sweepstakes to entice customers with potential rewards.”
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About the launch of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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About the technology of M life:
“M life, the new program which runs off of a system that’s based on predictive modeling, is more proactive and tailored to the specific wants of the individual players.”
FIRST QUARTER MEDIA HIGHLIGHTS
“MGM M Life players club, which launched in January, offers these options in Las Vegas, Detroit and Biloxi, Miss. –points earned at one casino are transferrable to other locations.”
Clip HighlightAbout the ability to
redeem points at various properties
and venues:
FIRST QUARTER MEDIA HIGHLIGHTS
“M life offers M life moments for experiences that can’t be purchased, but are available for M life members.”
Clip Highlight
About the M life moments:
FIRST QUARTER MEDIA HIGHLIGHTS
“Everyone thinks M life is a player’s club. I think of it as a lifestyle we create for our guests. We think our employees drive that lifestyle, because they are a huge part of the experience.”
Clip Highlight
About the employee engagement of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“In this town, it’s all about loyalty, and MGM Resorts International’s new loyalty program M LIFE offers the most exclusive deals and benefits across its properties. “
Clip Highlight
About the M life launch:
FIRST QUARTER MEDIA HIGHLIGHTS
“As if being a member of M life Players Club weren’t prestigious enough, the new loyalty program has upped the ante considerably.”
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About M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“MGM Resorts recently unveiled its new M life program, which provides a more transparent, tiered system allowing high-rollers to understand what incentives are available to them based on their levels of play.”
About the tiers of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“MGM M Life Players Club, which launched in January, offers these options in Las Vegas, Detroit and Biloxi, Miss.”
About the benefits of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“What's also cool, is that soon the M life program will also give you points for what you spend at MGM property hotels, like rooms, shopping, dining and more.”
About the non-gaming rollout of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“Unlike most Casino Clubs MGM is promising to "go far beyond the ordinary" with their new M Life Players Card.”
About the promise of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“The new M Life mobile application is an incredibly important feature not only for the loyalty program, but also for the sweepstakes.”
About the M life mobile app:
FIRST QUARTER MEDIA HIGHLIGHTS
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About the customer engagement strategy of M life:
“Driven by data and predictive analytics, this program leverages customer preferences to create a custom dialogue of unique messages, special offers and personalized experiences for its loyal guests.”
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
About customer engagement through M life:
“M life is a ‘major shift’ for MGM Resorts in the way the company engages guests.”
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
About the launch of M life:
“This week, MGM Resorts International launched its M lifeloyalty program, another in a series of changes related to their goals in relating to customers.”
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“As a way to promote the property’s new M life Player’s card, MGM Resorts is giving away 11 different VIP Las Vegas experiences—one every week. “
About the Live the M life Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“MGM Resorts’ program goes beyond traditional hotel loyalty programs by bringing all its gaming and hospitality offerings under one umbrella.“
About M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“In terms of business impact, M life will enable us to retain a larger share of existing customer spend, activate new customers, increase customer frequency and provide better return on investment for promotional expenditure.”
About the business impact of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“M life TV, available on Mlife.com, YouTube and on a dedicated in-room hotel channel, is a behind-the-scenes look at restaurants, shows, celebrity events and other activities.”
About M life TV:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“Another hallmark of the new program is a set of insider privilege rewards, including prizes such as the ability to select the Fountains of Bellagio songs for a day, become a dolphin trainer for a day at The Mirage, take cooking lessons with top chefs or receive one-on-one dance lessons with famous dancers.”
About M life moments:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“The M life program customizes consumer preferences to create individualized rewards that are meaningful to members.”
About the consumer engagement strategy of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“However, MGM Resorts' program goes beyond traditional hotel loyalty program, by introducing gaming and the casino into the mix.”
About the uniqueness of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“Focused on experiential rewards, the M life loyalty program launched by MGM resorts enables members to enjoy one-of-a-kind opportunities by combining the amenities of its 15 properties in Las Vegas, Mississippi and Detroit.”
About the launch of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight“Formerly a culture of competition among sister properties, M life will become the umbrella brand across all properties, incentivizing guests to enjoy the diverse experiences at each of its resorts.”
About the synergies among MGM Resorts
properties:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“MGM Resorts International launched M life earlier this year, a loyalty program that will eventually recognize customer spending on guest rooms, shopping, dining and gambling at any MGM property in the United States.”
About M life’s non-gaming roll-out:
FIRST QUARTER MEDIA HIGHLIGHTS
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“MGM Resorts’ is undergoing the largest company-wide training initiatives in its history, educating its more than 60,000 employees to become experts on M life.”
About the employee engagement for M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“MGM Resorts International is launching the unequaled “Live the M life” sweepstakes, an 11-week contest with once-in-a-lifetime prizes that offer a glimpse into M life member benefits.”
About the Live the M life Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“Members of the program will receive exclusive MGM Resorts offers including insider privileges, personalized rewards and a new approach to reward-points earning potential.”
About the perks of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“This promotion is handing out prizes that showcase the incredible range of hotel suites, entertainment and dining that are found within the company’s many properties in Las Vegas, Mississippi and Detroit.
About the Live the M life Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“The bottom line for any player is: Is this new system good for me? If you are a typical MGM casino customer, the answer is probably yes.”
About players using M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“Members can use their club rewards for special events ranging from exclusive VIP seating at shows or concerts, to private chef dinners, backstage tours and more.”
About redeeming rewards with M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“By surveying players to find out what drives them and what they look for in a loyalty program, MGM was able to put its finger on the pulse of today’s motivating factors.”
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About the development of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
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“In combination with its one-of-a-kind offerings, M life uses analytical technology that better tracks consumer preferences to create individualized rewards that are meaningful to the members.”
About the technology of M life:
FIRST QUARTER MEDIA HIGHLIGHTS
“The sweepstakes include prizes including a weekend stay at a suite at the ARIA Resort & Casino, VIP ringside seats at a prizefight, or a Detroit Tigers baseball weekend at the MGM Grand in Detroit.”
Clip HighlightAbout the prizes in the Live the M life
Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
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“Member, guest and employee benefits realized through the partnership include access to VIP and global concierge services, discounts across resort, hotel, restaurant, spa and nightlife venues, exclusive event access and partner promotions.”
About the sbepartnership and M life:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“This promotion is handing out prizes that showcase the incredible range of hotel suites, entertainment and dining that are found within the company’s many properties in Las Vegas, Mississippi and Detroit.”
About the Live the M life Sweepstakes:
FIRST QUARTER MEDIA HIGHLIGHTS
Clip Highlight
“Serving as the consumer rewards brand for MGM resorts’ properties in Mississippi (Gold Strike and Beau Rivage), Las Vegas and Detroit, M life focuses on experiential rewards, leveraging a collection of amenities no other resort group can offer.”
About the scope of M life:
FIRST QUARTERCLIP HIGHLIGHTS
