Barona testing mobile marketing campaign
Imagine a person scanning a barcode that is displayed on your mobile phone – a barcode that could unlock restaurant specials, food and beverage deals, even cash offers. Working toward this goal, Barona Valley Ranch Resort & Casino has launched a pilot test of its innovative mobile marketing campaign, which utilizes 2-D barcode text messages that can be scanned to provide special offers and information to its players.
“As one of the first organizations in the country to utilize this technology, our goal is to create a mobile marketing program that will provide convenient services to our players with added benefits,” said Troy Simpson, Barona’s senior vice president of innovation. “Since the barcodes are sent to players that opt to receive them directly on their mobile phones, they are easily stored and scanned – making this program ideally suited for players who are moving throughout the resort and casino.”
The program is being tested by approximately 360 opt-in Club Barona Diamond-level players. Each player received a text message with a special restaurant offer. Players with Web-enabled mobile phones are able to view a 2-D barcode from a Web link within their text message. Once at the restaurant, this barcode comp can be redeemed tableside by a server, using a handheld 2-D barcode scanner. Players without mobile Web capabilities can still redeem the offer via individual redemption codes provided within the body of the text message.
Barona is testing the technology to gauge delivery as well as participants’ acceptance and response of 2-D barcode text message-based offers. Players were selected for the test based on their top tier level in Club Barona (Diamond Card holders) and through exclusive invitations from their executive hosts.
“Our mobile marketing program is the latest effort in our ongoing commitment to technological advancement in the gaming industry,” said Scott Reinhardt, Barona’s director of database marketing and innovation. “Barona is proud to be an industry leader in technology innovation, as we strive to provide our guests with the best selection of games, valuable marketing programs and quality service.”