Opt-in marketing pilot at the Rio in Las Vegas enables Harrah’s to deliver personal offers and content to guests’ mobile devices based on time, context and individual preferences
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
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.
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.”
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.
Harrah's tests mobile marketing at Rio in Las Vegas
February 18, 2009