7 Mobile Campaigns That Work - Vegas Edition

I recently had the opportunity to travel to Las Vegas to present at the PowerSports Business event, ProfitX. It was a fantastic opportunity to meet various individuals from across the United States in the PowerSports industry and discuss mobile marketing with them. 

As I travel, and even at home, I continue to see creative and effective ways that mobile marketing can be integrated through various means. Las Vegas was no exception. And in many cases Las Vegas is a leader in showing how mobile can be an important part of an overall marketing strategy.

These examples below are all from Las Vegas and without a doubt could be duplicated in any market with the right assistance and strategic planning.

Delta Airlines:

This first example is the first chance I had to use a complete mobile experience with an airline. I have had mobile alerts sent to my phone as a reminder or scanned a QR code for some reason or another but Delta Airlines really has made mobile an integral part of their process.

I received a text alert 24 hours prior to my departure. It instructed me to "check in" online for my upcoming flight, which I did with ease. After checking in I was given the option to have the boarding pass sent to my phone via text.

The example here shows the text I received as well as the landing page for my boarding pass via QR code. What an incredibly easy, green way to zip through the lines without fumbling for that thin piece of paper I always misplace or wrinkle and trash at some point.

 McCarran International Airport:

As we arrived in Las Vegas and made our way to the baggage area we were greeted with this very large banner that presented an extremely clear message that paperless boarding passes were the way to go. It was simple and direct and listed airlines that offered this service as well as a way to get more information from Facebook and Twitter. I think a short code and keyword would have also been effective in letting people seek out more information but this is a great message nonetheless.

Ted Baker:

There were no shortage of QR codes to be found throughout Vegas but this one was done particularly well.

I came across it at The Forum Shops at Caesar's on my way to Joe's Stone Crabs (editors note: the BEST place to eat in Vegas IMO). The window display was filled with this call to action for scanning the QR code to win something. Including the value proposition for scanning may seem obvious but I challenge you to find QR codes being done this way on a regular basis. Most QR codes I come across are simply slapped on an ad with no direction or reason for being there whatsoever.

In this case I was also given an option to go to a URL which was a great alternative. After scanning the code I was led to a very nice landing page as you can see here.

This is a great example of a retailer leading shoppers through a process and to a destination the retailer chose. Not letting shoppers stumble upon it by happen stance.

Luxor Hotel and Casino:

I decided to stay an extra night in Las Vegas after the ProfitX event so Luxor was the hotel of choice. I would be lying if I told you it was for any other reason than to go eat at Joe's Stone Crab. People say dinner alone can be scary but I disagree. I was able to enjoy an incredible meal and soak up some Vegas atmosphere. Plus, meeting people from around the country in town for conventions while I sat and ate at the bar was so fun. ;-)

So back to Luxor. During my brief overnight stay I was greeted with no less than a dozen signs like this example throughout the casino and restaurants. It's abundantly clear Luxor is making a significant effort to let patrons know social media and mobile media is a real means of communication for them. What's missing? Nothing! 

This billboard makes it obvious that Luxor Rewards pays off through social and mobile media. And as you walk through the casino you can grab your phone and do any number of things to engage with them.

The text option and application download pieces are key here. This is a great way for the casino to capture information through SMS. I texted DEAL to 23000 and got a very good bounceback message. Not only did it ask me to reply to confirm and get my 1st offer but also to confirm I was 21. I think they could have done an age validation as part of this and it could have given them everyone's date of birth and another opportunity for a future message as a birthday offer but all in all it was effective and clear.

The additional message I received was also done well by giving me direct links to their mobile application on 2 different operating systems. Much like QR codes are lacking instructions, I think marketing mobile apps have a similar deficiency. If you have a mobile app why not offer a texting call to action and bounceback the direct links for potential customers to get to your app immediately. Stop asking them to search the app store. Make it easy and you will have so much more success.

Auntie Annes Pretzels:

On my departure from Las Vegas I had some time before boarding to grab a snack. Walking through the airport I found Auntie Anne's Pretzels and it was one of the few places with a mobile component for travelers to engage with.

This sign hung above the counter directly in the center of the storefront. It was rotating from the air blowing by and drew your eye to it. The message is clear that you would receive a coupon as part of the offer. Simply text PERKS660 to 21333. The bounceback I got was immediate and cute. "Welcome to Pretzel Perks mobile! Prepare to get free dough."

For all of you out there that try to be witty and funny in your messages I don't recommend it in most cases. It can be extremely difficult to convey your tone and sentiment through a text message. Be clear in what you communicate. But this is a great example of how to be clever and yet effective in your message. 

Now Auntie Anne where's my DOUGH? ;-)

Caesars Hotel/Casino Group: 

Okay I apologize for the quality of this pic. It was getting late and I was "tired" as I walked the strip back to the Luxor. But the video screens at the various Caesars casinos up and down Las Vegas Blvd. - Paris, Harrah's, Flamingo, Rio, etc... displayed the mobile message quite frequently. They were promoting their multitude of mobile offerings like hotel apps, social media and SMS offers. Again it's clear the hotels and casinos value the mobile channel as a means to engage customers and potential customers. They devote prime marketing real estate to mobile messages as in this case here.

Honda Civic:

Technically this is NOT a mobile example from Las Vegas. However, I did receive it while I was in Vegas so I am counting it. I had a client attending a concert in Dallas, TX and they saw this displayed up on the big screens at the concert.

Texting to screens are not a really new concept at concerts but this is an extremely well done display and gives a ton of exposure to Honda Civic. Concert goers can text in message to display on the screens and even Tweet about the concert. And where are they Tweeting from...their mobile phone!

But the real thing I want to point out about this example is that our client is a big advocate of mobile marketing and has had tremendous success with his mobile strategy. The fact that he identified this as something impressive and sent it to me while he was at the concert really speaks to how marketers feel about mobile and it's effectiveness.

I can guarantee you it gave him ideas as he goes back to his business and works on his next mobile marketing campaign.