MGM Resorts International has triumphed at the third annual Shorty Social Good Awards, succeeding in the ‘Organic Promotion, Corporate-Community’ category for its ‘Spotlight on Hunger’ campaign.
Developed in collaboration with R&R Partners and Resources+, the initiative gained significant activation across social media, with 1.1 million video views on Facebook, 981,985 on Twitter and a further 95,581 on Snapchat.
The Shorty Social Good Awards in a program developed to heighten global awareness around the positive impact brands, agencies and nonprofits can have on society.
In its campaign, MGM focuses on driving awareness of the organisation’s support of the Three Square food bank, by aiming to demonstrate how it “is an integral part of the fabric of the community it serves”.
In the corporate initiative, all party’s united to uncover real human stories, and shared them with social media and various websites.
These stories were of individuals impacted by MGM ‘s community outreach, in addition to the behind the scenes individuals responsible for much of the good work undertaken.
Furthermore, each story was designed to energise and influence the community alongside MGM Resorts, as well as to help and ask others to join in the fight against hunger.
MGM also earned a ‘Silver Distinction’ in Twitter, and was noted as a finalist in the ‘Hospitality & Travel, Mobile Campaign’ category.
“We are proud of the hard work and collaboration it took to create something as meaningful as ‘Spotlight on Hunger,'” said Lilian Tomovich, chief experience and marketing officer for MGM Resorts. “Winning a Shorty Social Good award is an honour for our creative teams and community partners.”
This follows MGM’s efforts across Veterans Day weekend, as the US casino giant hosted ‘A Salute to the Troops’ at its Las Vegas-based Mirage Hotel and Casino, with five day program now in its eighth year.
The organisation teamed up with American Airlines and the USO of Metropolitan Washington-Baltimore (United Service Organisations), to honour seventy wounded, ill or injured American service members.