Title: Cross promoting SMS room offer via hotel email marketing

Brand: MGM Grand Hotel LLC

Category: Data Acquisition Campaign for SMS

Agency: (N/A) In-house

Vendors: Cellit Mobile Marketing

Region: Las Vegas, NV

Timeline:
Tuesday January, 6, 2009

Keep the Party Going e-mail blast. In addition to the email offer, the creative included SMS call to action:

• Email Offer: Rooms from $55
• SMS Offer: $5 off the prevailing rate. Rooms from $50
• SMS Call to Action:
• Mobile users text MGMMOBILE to 30364 for an even better offer!
• SMS Auto response:
• MGM Grand Exclusive Room Offer for mobile users! MGM Rms from $50, Signature Suites from $124. Book now 800-639-9398 & MGM mention MKT209 Signature mention PKG016
• Total Email Recipients: 772,920
• Total Opt-ins 1/6/09-1/13/09): 1,610

Wednesday January 14, 2009
Keep the Party Going e-mail re-blast. In addition to the email offer, the creative included SMS call to action:

• Email Offer: Rooms from $55
• SMS Offer: $5 off the prevailing rate. Rooms from $50
• SMS Call to Action:
• Mobile users text MGMMOBILE to 30364 for an even better offer!
• SMS Auto response:
• MGM Grand Exclusive Room Offer for mobile users! MGM Rms from $50, Signature Suites from $124. Book now 800-639-9398 & MGM mention MKT209 Signature mention PKG016
• Total Email Recipients: 772,920
• Total Opt-ins 1/14/09-1/27/09): 2,044

Tuesday January 27, 2009
Winter Escape e-mail blast. In addition to the email offer, the creative included SMS call to action:

• Email Offer: MGM Grand Rooms from $60. Get a $50 Activity Credit for just $5 more.
• SMS Offer: $5 off the prevailing rate. Rooms from $55
• SMS Call to Action:
• Mobile users text MGMMOBILE to 30364 for an even better offer!
• SMS Auto response:
• MGM Grand Exclusive Room Offer for mobile users! MGM Rms from $55, Book now 800-639-9398 & mention booking code MKT209
• Total Email Recipients: 772,920
• Total Opt-ins 1/27/09-2/2/09): 776

Tuesday February 3, 2009
Join the Party e-mail blast. In addition to the email offer, the creative included SMS call to action:

• Email Offer: MGM Grand Rooms from $52.
• SMS Offer: $10 off the prevailing rate. Rooms from $42
• SMS Call to Action:
• Mobile users text MGMMOBILE to 30364 for an even better offer!
• SMS Auto response:
• MGM Grand Exclusive Room Offer for mobile users! MGM Rms from $42, Book now 800-639-9398 & mention booking code MKT209
• Total Email Recipients: 1,038,908
• Total Opt-ins 2/3/09-2/11/09): 1,056

Thursday February 12, 2009
Join the Party e-mail re-blast. In addition to the email offer, the creative included SMS call to action:

• Email Offer: MGM Grand Rooms from $52.
• SMS Offer: $10 off the prevailing rate. Rooms from $42
• SMS Call to Action:
• Mobile users text MGMMOBILE to 30364 for an even better offer!
• SMS Auto response:
• MGM Grand Exclusive Room Offer for mobile users! MGM Rms from $42, Book now 800-639-9398 & mention booking code MKT209
• Total Email Recipients: 1,038,908
• Total Opt-ins 2/12/09-2/18/09): 706

Results:
o Total opt-ins via SMS call to action on e-mail blasts: 6,192
o Total Room Bookings: 404
o Estimated Revenue Generated: $49,632

Summary:
The primary objective behind adding an SMS call to action to our e-mail blasts is data acquisition through e-mail marketing. This effort would support the larger property initiative of building our SMS database.

E-mail marketing has proven to be our most profitable form of direct marketing. We currently hold over 1 million e-mail addresses in our e-mail database that we blast hotel offers to on a weekly basis. Using our most profitable marketing tool as a means to cross promote our mobile room offer to build our mobile database has proven to be a success. In a little over a month we nearly doubled our mobile database which started with 7,559 mobile phone numbers and now holds 13,909 subscribers.