September 25, 2008
SMS Test with Prepaid Legal Conference Attendees (MGM Grand Hotel & Casino)
Brand: MGM Grand Hotel & Casino
Category: Data Acquisition Campaign for SMS
Agency: N/A (in-house)
Vendors: MobileStorm
Region: Las Vegas, NV
Timeline:
Wednesday, 9/3/08
- 300 attendees check-in at MGM Grand
- 300 attendees notified of SMS offer upon check-in
- Voice messages left for each guest on their room phones notifying them of the SMS Offer in-room message: “Welcome Pre-Paid Legal Associates. You have a special MGM Grand offer waiting for you. Just text “LEGAL” to 646629.”
- SMS Message aired on property video screens in standard welcome locations: Monorail, Airport Registration, and Hotel Lobby (see attached video)
Thursday, 9/4/08
- Day 1 of Prepaid Legal Convention
- 18,000 attendees expected to attend
- First offer blasted to attendees that opted in
Friday, 9/5/08
- Second offer blasted to attendees that opted in
Saturday, 9/6/08
- Offers blasted to additional attendees that opted in
Sunday, 9/7/08
- Last day SMS offers are valid
Results:
- Total opt-ins: 208
- Offer One: 2 for 1 cocktails at Zuri, Rouge, Centrifuge or West Wing Bar.
- Redemptions Total: 547
- Zuri – 193
- West Wing – 152
- Centrifuge – 53
- Rouge – 149
* Guests were forwarding text messages to each other.
- Offer Two: Free Ciroc Vodka cocktail at Craftsteak
- Redemptions: 4
Summary:
The primary objective behind this SMS conference attendee campaign was data acquisition through in-house groups. This effort would support the larger property initiative of building a SMS database.
An estimated 18,000 attendees were on-property for the Prepaid Legal Conference September 4-7, of which 300 attendees were staying at MGM Grand. The in-house portion of the conference attendees offered a prime opportunity for data capture and support for the larger SMS database compilation initiative.
After receiving permission from the Conference Coordinator to run SMS offers that were specific to Prepaid Legal attendees, it was determined we would run two offers. The first offer was ‘2 for 1’ cocktails at the four main bars on the casino floor: Zuri, Rouge, Centrifuge and West Wing Bar. The second offer was for a free Ciroc Vodka cocktail at Craftsteak.
The offer was communicated after check-in via voice messages on in-room phones. Additionally, three on-property video screens in ‘welcome’ locations ran the SMS offer for the duration of the conference. (see attached video)
The campaign was deemed a success with a 69% response rate from the primary target. Valid data was captured from 208 attendees of the 300. In addition, we learned that once the SMS offer caught on, attendees were forwarding the offer to their co-workers and hotel guests. There were 547 redemptions total for Offer 1 and 4 redemptions for Offer 2. Most importantly, the SMS offers proved successful in keeping attendees on-property during conference downtime and breaks.
