California property using 2-D barcode scanning technology and text messages to offer special deals to customers
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.
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.”
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.
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
Barona testing mobile marketing campaign
January 27, 2009