How they used X to join the conversation without dominating.
MGM Resorts launched a campaign to draw people to its trendy, bespoke hotel, The Cosmopolitan of Las Vegas, during New York Fashion Week this fall.
The goal was to boost engagement and brand recognition from the resort’s core audience, people ages 25 to 45, who care about luxury, entertainment and fashion, while positioning the property as a place that fits into their world.
“This was a very specific Cosmopolitan campaign,” said Derek Schoen, MGM’s VP of integrated media strategy. “One of the things that has always stood out about the Cosmopolitan audience is the fact that they are very culture-forward. They’re constantly wanting to know what’s new, what’s next. How do I get into the hottest club? How do I see the newest thing?”
The brand chose to work with X during the campaign because that’s where real-time Fashion Week chatter happens, Schoen said. It’s also where The Cosmo’s target audience hangs out.
“This wasn’t about interrupting people,” Schoen said. “It was about being part of the moment and joining the energy our audience already cared about.”
To make it happen, MGM designed a campaign that surrounded NYFW content from every angle on X.
Here are the steps they took to make it happen.
- Sponsored NYFW Live event page on X
Anyone following Fashion Week updates on X, from celebrity arrivals to runway clips to trend recaps, was met with Cosmopolitan branding woven into the experience through mentions, images or videos.
The branding appeared at the top of the page and viewers were repeatedly exposed to Cosmopolitan messaging without it feeling overly pushy or orchestrated, which was intentional, Schoen said.
“The last thing we want to do is intrude on the actual experience,” he said.
MGM also participated in a spotlight takeover on the Live page, featuring images of The Cosmopolitan alongside main fashion shows Michael Kors, Caroline Herrera and Coach.
“This placed the brand in a central role without feeling out of place because it appeared exactly where users expected to see event-related content,” Schoen said.
Between Sept. 11 and 17, NYFW’s live event page garnered more than 10 million live streams and 550,000 unique page visitors with The Cosmopolitan brand integrated throughout the placement, Schoen said.
- Ran pre-roll ads on NYFW video clips
Whenever people on X watched Fashion Week highlight videos, they were shown Cosmopolitan pre-roll ads first with creatives that matched the NYFW style and exclusivity, Schoen said.
“You have the combination of really unique content for a very specific audience…and a creative that matches that sort of luxury…and at the end of the day, that’s when it comes best together,” he said.
Your front-row seat to New York Fashion Week is here.
Presented by The Cosmopolitan of Las Vegas.
Stream live: https://t.co/6AqB6vtYxD— The Cosmopolitan (@Cosmopolitan_LV) September 12, 2025
These ads helped align The Cosmopolitan with high-end, style-driven content. It also put the brand in front of people interested at the exact moment they were most engaged, Schoen said.
“We layered on targeted pre-roll in front of the live stream and the clips,” Schoen said. “We also used the content as the targeting by playing in the more organic space.”
- Pushed campaign content during peak NYFW moments
To create the largest impact, MGM additionally scheduled ads and boosted posts during the first 24 hours of the event, major runway shows and celebrity appearances, Schoen said.
This ensured the Cosmopolitan was showing up precisely when audience attention was the highest.
“If we really want to be in the moment, those are the places that it’s going to work best and we’re going to get the most viewership from the highest quality audience,” Schoen said.
- Boosted relevant creator posts
Instead of creating branded content only, MGM boosted posts from fashion creators and commentators who were already talking about NYFW.
They wanted to keep conversations flowing by sharing what people found interesting, weird and fun, but also aligned with their brand, Schoen said.
“It was really just matching the conversation to what the content was,” he said. “We have to put a layer of, is this truly appropriate for my brand? And what does a consumer expect to see when they come here?”
The Cosmopolitan logo appeared alongside these creator posts which made the brand feel naturally connected to the cultural moment rather than forced into it, Schoen said.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post Blending into a cultural moment: MGM Resort’s NY Fashion Week strategy appeared first on PR Daily.
