In the fall of 2012, MGM invested significant resources in a ballot campaign that would allow casino gambling in Maryland. Agenda was tasked with managing press outreach, research, crisis communications and the development of MGM’s digital and social media platforms. This was a short-term, high stakes campaign for what will become the most lucrative casino on the East Coast. Over the course of the nine-week campaign, Agenda built four unique online platforms to market the development (Web, Twitter, Facebook & Tumblr). We designed and placed the campaign’s digital advertising and developed a catchy 30-second campaign spot that was aired on Internet radio.
This was a hotly contested campaign and the most expensive in Maryland history, topping $90 millionin nine weeks. In the end, MGM prevailed on Election Day by 100,000 votes and is currently developing the casino property. The campaign was recognized by the American Association of Political Consultants (AAPC) with three of their prestigious “Pollie” awards – Best Ballot Campaign, Best Digital Campaign and Most Innovative Use of Pandora in Campaign.