MGM Resorts International is using the mobile medium to support the rollout of its loyalty rewards program M Life and has introduced a sweepstakes to coincide with the launch.

The new M Life mobile application is an incredibly important feature not only for the loyalty program, but also for the sweepstakes. The application is one of the entry points into the sweepstakes.

?More and more people today are using smartphones because it helps them manage their lives,? said Scott Voeller, vice president of brand strategy and advertising at MGM Resorts, Las Vegas. ?Increasingly, smartphones are becoming one of the most important tools for people to engage in many aspects of their life.

?We created the mobile app because we wanted M Life members to engage with the program through this portal early on,? he said. ?And while it has a ton of features that we?ve launched with today, over time it will have even greater functionality, to the point that members will be able to accomplish everything on their smartphones that they can on Mlife.com.

?Currently, Mlife.com allows members to see how many points and rewards they?ve earned, redeem personalized offers and promotions, explore our exclusive M Life moments and get the latest information on upcoming shows, events and concerts.?

The sweepstakes
To celebrate the nationwide debut of M Life, MGM is also running the ?Live the M Life? sweepstakes. It is an eleven-week contest with prizes that offer a glimpse into M Life member benefits.

Consumers ages 21 and older can enter the Live the M Life sweepstakes at http://www.mlife.com or via the new mobile application.

Prizes include access to the world premiere of Michael Jackson's Immortal World Tour, Mandalay Bay suite accommodations, dinner, two VIP premiere tickets and a backstage tour of the production.

Another prize is a stay at the Sky Suite at ARIA Resort & Casino overlooking the Las Vegas Strip.

Consumers also get the chance to live the life of a rock star with a two-night stay in a suite, dinner and two VIP tickets to see legendary music group Bon Jovi at MGM Grand.

Another cool prize is the chance to enjoy a two-day trip to the final performance night and results show finale of American Idol at Hollywood's Kodak Theatre, including airfare, hotel accommodations and transportation in Los Angeles.

Sweepstakes entrants can win tickets to Viva Elvis at ARIA and The Beatles Love at The Mirage, backstage passes, suite accommodations and VIP treatment at Gold Lounge and The Beatles Revolution Lounge.

For food lovers, there is the opportunity to dine like a star through a four-day, three-night culinary experience at the AAA Five Diamond Bellagio.

There are also prizes for golf, SEC football, baseball and boxing lovers.

Another prize is being able to customize the ideal Vegas experience.

?The 'Live the M Life' Sweepstakes coincides with the launch of MGM Resorts? nationwide loyalty program, M Life, and offers a glimpse into the types of benefits that M Life members can earn,? Mr. Voeller said. ?Focused on experiential rewards, M Life offers members one-of-a-kind offerings exclusive to MGM Resorts, insider privileges, personalized rewards and a tiered approach with escalating earning potential.

?The sweepstakes gives MGM Resorts the opportunity to showcase the breadth and depth of our world-renowned properties and the completely unique experiences possible at each one,? he said. ?Additionally, as part of the M Life launch, we want to direct people to http://www.mlife.com to share its great functionality and the resources it offers to M Life members.

?What better way to achieve site traffic than to feature a sweepstakes on the homepage so visitors will come, explore and see what M Life?s all about??
 
M Life rewards
M Life offers members insider privileges and personalized rewards.

MGM Resorts plans to expand M Life to include benefits and rewards for non-gaming activity later in 2011.

Members can carry one card to earn points and redeem rewards at 15 participating MGM Resorts' properties, including ARIA, Bellagio, Vdara, MGM Grand, The Signature at MGM Grand, Mandalay Bay, THEhotel at Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor and Excalibur in Las Vegas; Gold Strike and Beau Rivage in Mississippi; and MGM Grand Detroit.

?The M life mobile app is a great tool not only for the sweepstakes, but for M life members for the long term,? Mr.Voeller said. ?People can enter our 11-week Live the M life sweepstakes every day, and the smartphone app makes it easy for them to do so wherever they are.

?For M Life, the app currently allows people to sign up for the rewards program, check their current Tier Level, view accrued points and redeem points for exciting dining and entertainment opportunities, among many other features,? he said. ?MGM Resorts caters to a broad range of audiences, though many of our individual brands obviously appeal to certain demographics out there.

?We think the mobile app will speak to a great majority of the people who frequent our properties, like to visit Las Vegas, and are into technology and other offerings that can make their lives easier. The penetration rate of smartphones in the U.S. is climbing exponentially, and we wanted to be certain we were engaging our guests on that platform.?