Foxwoods Resort Casino has turned to the mobile channel to communicate with consumers.

The resort and casino has launched a branded application that was downloaded about 400 times in just the first day after its launch. It was developed in conjunction with marketing and development firms Mullen and is a virtual casino environment that is meant to immerse consumers in the Foxwoods experience.

?The strategy behind this application is to communicate everything that we offer to customers besides gamin,? said Rob Victoria, senior vice president of consumer marketing at Foxwoods, Mashantucket, CT. ?The application lets users book rooms and is basically an advertising tool for us.

?It is a fun, one-of-a-kind concierge service that lets us communicate our brand message to consumers,? he said.

The application has a game play feature that lets users to try their hand at Foxwoods-themed games using play money. The game simulates all the sights and sounds of an actual casino, creating a virtual casino environment.

The Foxwoods-branded iPhone application also offers users access into a virtual ?velvet rope club? in the form of a dedicated concierge service.

The exclusive 24-hour concierge service is accessed when users dial the application?s dedicated phone line.

Offered exclusively to users of the Foxwoods-branded iPhone application, this service provides direct and expedited access to Foxwoods representatives who can answer any questions application owners may have about the property or its services, as well as book rooms, appointments and an array of reservations throughout the property.

Another element of the application is the ?resort experience? feature, which gives users the opportunity to take in-depth property tour, complete with virtual visits to hotel rooms, restaurants, retail shops and spas.

This element provides users the opportunity to book spa appointments and receive tutorials on how to play the various table games that are offered at the property.

Foxwoods and MGM Grand at Foxwoods feature seven casinos with more than 7,500 slot machines, 460 table games, the only WPT World Poker Room in New England, High Stakes Bingo and Ultimate Race Book.

The properties offer more than 30 restaurants suiting palates from high-end to casual; two luxurious spas; more than 25 retail shops including Bulgari, MacAppeal, Chopard, and Regalia; and multiple entertainment venues that host some of the world?s most exciting performers.

?We try to communicate every way possible and are big on ecommerce and SMS advertising,? Mr. Victoria said. ?Everyone I know has some sort of mobile package and Apple embraced the idea and the iPhone was very compatible with what we were looking to do.

?We just started an SMS program in September, which is still in testing phase,? he said. ?People opt-in at concerts for a seat upgrade. We will have more compelling marketing messages as the database gets bigger.

?To market the app all we have done for now is the press release, but we will have full-fledged ad campaign that starts next week.?