Las Vegas hotel promotes Steve Miller Band concert via mobile

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					Las Vegas hotel promotes Steve Miller Band concert via mobile
By Giselle Abramovich
July 8, 2008

Mobile rocks
Las Vegas’ Orleans Stadium Hotel and Casino used mobile to promote a Steve Miller Band
performance and create a database of concert-goers for future communication.

The calls to action for the sweepstakes campaign built around the concert were in television
commercials and on promotional flyers at the musical festival. Consumers were asked to text
keywords STEVE to 74642, a Ping Mobile short code.

“When they came to us, their goal was to build a database of mobile phone numbers and
build a means of communication with the target audience,” said Shira Simmonds, president of
Ping Mobile, Teaneck, NJ.

“The other goal was to generate knowledge and promote the concerts and events that are
being held at the Orleans Stadium Hotel and Casino.”

Facing the famous Las Vegas Strip, the Orleans Stadium Hotel and Casino offers 1,886
rooms and suites. The hotel's oversized rooms are actually petite suites with separate sitting
Luck of the draw

Consumers who entered the hotel's mobile sweepstakes were give the chance to win two free
tickets to The Steve Miller Band show and a free two-night stay at the Orleans.

Once participants texted in, they received a confirmation email, congratulating them for
entering. A few seconds later they received another text asking them whether they want
another entry into the Steve Miller draw.

Participants had to reply with the name of their favorite band for an extra entry and to join the
Orleans VIP club.

This part of the campaign achieved a 48 percent double opt-in rate and grew the future
marketing database, Ms. Simmonds claims.

Since the promotion’s call-to-action was publicized via TV and flyers, the keywords were
differentiated to better measure response rates.

The winner of the sweepstakes was chosen randomly and notified via SMS.

The campaign targeted consumers ages 30-55 who enjoy music concerts.

Ping Mobile managed the campaign including defining the promotion and the terms. Its
technology powered the sweepstakes.

Ping has done similar campaigns for the Wyndham's Days Inn and dining franchise Village

“This campaign was unique because it wasn’t just a pull campaign,” Ms Simmonds said. “It
had a push element since we sent out a message to a Cox [media] database. Another unique
aspect of the campaign was that it did not target 14-year-olds, the big texters.”

This effort achieved a 26 percent response rate through the push message to Cox’s database
in the targeted geographical area of Las Vegas.

“Mobile enabled us to grow the database and placed the Orleans’ communications right into
the palm of the consumer,” Ms. Simmonds said.