Las Vegas' Orleans Stadium Hotel and Casino used mobile to promote a Steve Miller Band performance and create a database of concert-goers for future communication.

The calls to action for the sweepstakes campaign built around the concert were in television commercials and on promotional flyers at the musical festival. Consumers were asked to text keywords STEVE to 74642, a Ping Mobile short code.

"When they came to us, their goal was to build a database of mobile phone numbers and build a means of communication with the target audience," said Shira Simmonds, president of Ping Mobile, Teaneck, NJ.

"The other goal was to generate knowledge and promote the concerts and events that are being held at the Orleans Stadium Hotel and Casino."

Facing the famous Las Vegas Strip, the Orleans Stadium Hotel and Casino offers 1,886 rooms and suites. The hotel's oversized rooms are actually petite suites with separate sitting areas.

Consumers who entered the hotel's mobile sweepstakes were give the chance to win two free tickets to The Steve Miller Band show and a free two-night stay at the Orleans.

Once participants texted in, they received a confirmation email, congratulating them for entering. A few seconds later they received another text asking them whether they want another entry into the Steve Miller draw.

Participants had to reply with the name of their favorite band for an extra entry and to join the Orleans VIP club.

This part of the campaign achieved a 48 percent double opt-in rate and grew the future marketing database, Ms. Simmonds claims.

Since the promotion's call-to-action was publicized via TV and flyers, the keywords were differentiated to better measure response rates.

The winner of the sweepstakes was chosen randomly and notified via SMS.

The campaign targeted consumers ages 30-55 who enjoy music concerts.

Ping Mobile managed the campaign including defining the promotion and the terms. Its technology powered the sweepstakes.

Ping has done similar campaigns for the Wyndham's Days Inn (see story) and dining franchise Village Inn (see story).

"This campaign was unique because it wasn't just a pull campaign," Ms Simmonds said. "It had a push element since we sent out a message to a Cox [media] database. Another unique aspect of the campaign was that it did not target 14-year-olds, the big texters."

This effort achieved a 26 percent response rate through the push message to Cox's database in the targeted geographical area of Las Vegas.

"Mobile enabled us to grow the database and placed the Orleans' communications right into the palm of the consumer," Ms. Simmonds said.