MGM Resorts International, the Las Vegas-based global hospitality and entertainment giant, has named Viral Nation as its official influencer marketing agency of record. According to a statement from the companies on Thursday, the partnership aims to amplify MGM’s brand presence across social media and drive engagement with its diverse customer base. 

Viral Nation, a prominent player in social-first marketing strategies, will handle influencer marketing initiatives across MGM’s portfolio of resorts, including Bellagio, ARIA, and MGM Grand Las Vegas.

“Leveraging influencers allows us to connect with audiences in new ways authentically,” said Sarah Moore, MGM’s Senior Vice President of Marketing. “Viral Nation’s expertise will be critical as we evolve our marketing approach.”

As announced, landing MGM as a client for Viral Nation marks a major win. The agency’s CEO, Joe Gagliese, highlighted the companies’ aligned focus on cutting-edge digital strategies to generate tangible business results.

The deal comes as MGM leans further into influencer marketing after the tactic gained prominence during the pandemic. The resort operator reported $4.4 billion in revenue for the first quarter of 2024, with its Las Vegas properties like Bellagio and MGM Grand generating $2.3 billion.

Viral Nation will use its social-first technology platform to support strategy, execution, and implementation for MGM’s influencer campaigns. The agency’s experience spans industries such as entertainment, fashion, beauty, and gaming. Financial terms were not disclosed.