Casinos now Using Text Messaging

...Good to know that we are on the right track - we have talked to some casinos/concert halls about utilizing text messaging into their marketing mix - ANG

Harrah's casino uses mobile to promote concert series
By Mickey Alam Khan

June 6, 2008

Placing bets on mobile
Harrah’s Council Bluffs Casino & Hotel in Iowa is running a pilot program using mobile marketing to promote this year’s Stir Concert series.

The casino company picked a mobile marketing platform to reach concertgoers with information and reminders on new shows, as well as register them for discounts and promotions via text messaging. It will also be able to send and track mobile coupons, host contests and enable voting through text messaging.

“Harrah’s Council Bluffs was looking for a direct, energetic, real-time marketing channel to reach prospective Stir concertgoers and attendees with promotions, information, contests and other deals that ultimately would enhance customer relationships and involvement for a bottom-line revenue increase,” said Jamie Buelt, partner.

“We have designed and built a scalable mobile marketing platform that marries technology with effective direct marketing strategy,” she said. “The platform is easy to use and integrate into the casino’s marketing mix. In this case, the texting program is directed at concertgoers and isn’t tied to the property’s player club program.”

Harrah’s Council Bluffs is just across the river from Omaha, NE. Nebraska doesn’t allow gambling.

Red-carpet treatment for concertgoers
This is one of three Harrah’s texting trials underway. The Council Bluffs’ effort revolves around non-gaming entertainment at the property.

“For this program, the target audience is concertgoers, many of whom are not part of Harrah’s player club program,” Ms. Buelt said. “This program builds communication around non-gaming, entertainment events.”

Text works in concert
The mobile program kicked off last month with the first concert featuring the Styx rock band. Thirty additional concerts are planned through October.

Consumers can opt in or text Harrah’s with a keyword to get information or promotions. Harrah’s, one of the nation’s better known database marketers, makes sure these consumers double opt-in to confirm that they want to be on the list.

So consumers could text Styx to the 72466 short code for the Styx show to participate in a contest to meet the band backstage. Those who texted replied with Y to confirm that they wanted the information they sought.

While the winner got to meet the band, other contestants received something to keep them happy, such as a mobile coupon for a two-for-one buffet at the casino and hotel.

The platform allows messages to be scheduled over several months. Users not only control message content, but also can also add contests and promotions at the last minute.

In addition to list-building and messaging, the platform allows for immediate review of campaign results as well as the collection and categorization of demographic information.

Harrah’s personnel were trained on the system that is administered through a secure Web site.

"Harrah's provides best-practice techniques for building lists, which includes getting concert and wait staff involved and incorporating the invitation to be on text message list into other channels including print, billboard, radio, television, direct marketing, email and other collateral,” Ms. Buelt said.


Also, Harrah’s can segment by opt-in channels such as collateral, radio or the Internet, and via promotions including win free tickets or meet the band.

Harrah’s typically relies on its loyalty card and direct and interactive marketing overtures to encourage repeat visits to its casinos and gaming tables. Its cards help track hotel guests spending and playing habits and thus tailor offers that likely might resonate.

Text is new territory for the world’s leading casino owner and operator, whose brands include Harrah’s, Caesars and Horseshoe. The corporate parent operates under the Harrah’s Entertainment Inc. name.

“Texting, more than any other channel, reaches not just the customer, but the customer who has expressly asked you to contact them,” Ms. Buelt said.

“More people own mobile phones than own computers,” she said. “Typically, people have three things with them when they leave the house – their keys, wallet and cell phone. Texting has moved beyond being a pastime of only adolescents and twenty-somethings. In fact the fastest-growing segment of texters is women over 40.

“In contrast to email, print, direct mail and telemarketing, mobile marketing reaches people where they are 24/7. Moreover, since carriers impose strict standards on spam, people only give their mobile number to people or companies with whom they truly want to communicate. Texting is immediate, permission-based, energetic and effective.”