Tuesday, March 31, 2009

MGM Mirage Debuts Mobile Marketing Programs Across Properties

CM Comment: More mobile marketing pilots ...

March 11, 2009: summarized from Mobile Marketer -- Gaming giant MGM Mirage has thrown its full weight behind mobile marketing with opted-in offers for guests at six casino/hotel properties in Las Vegas and Detroit. The mobile marketing programs are live at the Mandalay Bay, New York-New York, Monte Carlo, The Mirage and Treasure Island in Las Vegas as well as the MGM Grand Detroit in Detroit. Guests at these MGM Mirage resorts will get targeted special offers, alerts, contests and quizzes. The promotions also include real-time offers texted to guests' mobile phones, property information and entertainment promotions such as deals on show tickets or meals in hotel restaurants.

These initiatives are all about ensuring the guest gets the right offer or incentive based on the guest's interests, playing history and location in or out of market. This approach ensures that guests see this program as a tangible benefit from MGM Mirage, and thus drives revenue for MGM Mirage. Mobile is ideal for any sort of perishable inventory, like show tickets, buffets, and hotel rooms. So allowing line managers at the various properties to trigger campaigns, when the inventory would otherwise go to waste, all in a very controlled, meterable environment is just good business.

The news comes less than two months after Harrah's Entertainment Inc. announced mobile marketing services to target personalized promotions to opted-in guests at the Rio All Suites Hotel and Casino in Las Vegas. Harrah's is providing real-time offers, property information and Total Rewards Club loyalty points balance to Rio guests on their mobile phones. For example, Rio guests can text RIO to the 227466 (CASINO) short code to opt in for offers. A return text will confirm that the opted-in guest will receive four offers for the next four days. A typical Rio's guests stays four days at the property, hence the four-day limit for offers.

Casinos and hotels are a natural fit for mobile marketing. Given the elastic loyalty of strapped consumers, permission-based offers delivered in a timely, relevant manner will resonate.

Full story at: http://tinyurl.com/bf9cpa

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