Harrah's tests mobile marketing at Rio in Las Vegas
Harrah’s Entertainment Inc. recently implemented a new mobile marketing technology capable of delivering personalized, targeted promotions to guests at the Rio All Suites Hotel and Casino in Las Vegas.
Powered by interactive marketing services company Acxiom Corp. of Little Rock, Ark. with technology partner Acuity Mobile, the mobile marketing program provides real-time offers, property information, and Total Rewards points balance to Rio guests directly to their mobile phone.
“Harrah’s offers compelling entertainment experiences for our guests and we leverage innovative technology, like this mobile solution offered by Acxiom and Acuity, to create a stronger, more direct relationship with our guests,” said David Norton, chief marketing officer, Harrah’s Entertainment.
The opt-in marketing pilot at the Rio enables Harrah’s to deliver personal offers and content to guests’ mobile devices based on time, context, and the individual’s preferences. The result: guests at the Rio can choose to receive attractive offers when it’s most relevant for them. Guests can opt in to receive special offers on things like show tickets and dining during their visit by sending a text message while visiting the Rio.
“Acxiom and Acuity are providing to Harrah’s the capability to communicate directly with specific guests via their mobile devices, offering great promotional opportunities when it’s most relevant,” said Norton. “From an operational perspective, this provides us another marketing channel to promote perishable inventory, tickets or appointments.”
“One of the unique things about Harrah’s program that enhances the casino experience is that the consumer has control – choosing whether or not to receive offers as well as what kind of promotions they would like to receive,” said Tim Suther, Acxiom’s senior vice president for digital marketing services.
“The capabilities Acxiom provides enable marketers to increase the performance of their advertising and marketing investment by enhancing relationships between businesses and consumers,” said Suther. “Mobile marketing is driven by consumer demand and consumer response – often approaching a remarkable 12 percent response rate.”
With this mobile marketing program, Harrah’s aims to extend the reach of its Total Rewards guest loyalty program. “Personal touches are important to Harrah’s and they are now able to extend that high degree of personal attention through the mobile channel,” said Alan Sultan, president of Acuity Mobile.