The document discusses the evolution of digital marketing from the first screen of television to the current third screen of mobile devices. It provides examples of effective mobile marketing techniques such as mobile search, location-based services, SMS marketing, and mobile applications. The case studies demonstrate how casinos like MGM and Rio are using mobile and augmented reality to engage customers and drive on-property revenue.

1. FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market

2. Second Screen
• In 1992 the world was introduced to the “browser”
featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in most cases,
most cost effective form of marketing for businesses ...
until now ...

3. Third Screen
2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web
capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

4. With a new screen
brings new ways to
market

5. Always on, always available
Mobile provides a means for brands to engage their
consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.

6. Mobile Marketing
Techniques • Mobile Search
• Location Based Services
• SMS Text Message • QR/2D Barcodes
• 3D/Augmented Reality
Marketing
• Mobile Applications • Mobile Video
• Mobile Gaming
• Mobile Web Sites
• Bluetooth Proximity and Wifi

7. Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80% of the money)
Mobile is an OPT IN ONLY channel
Subscriber based opt in database marketing
Best practices provided by mobile marketing association

8. SMS is the
workhorse of mobile
marketing

9. Text Message
Marketing Methods
• URL/Link Delivery
• Application Download
• Text to Vote
• Mobile Coupons
• Text to Win
• Mobile Donation
• Text to Screen
• Mobile Business Cards
• Mobile Alerts
• Reminders

10. QR Codes
Every business has the ability to use a QR Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email

11. Is your business
mobile friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today 1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate
from a mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)

12. Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!
Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs.
text)

13. Decision time
Once you have created a plan to take your web site mobile, you must decide:
To create a simple mobile version of your site in HTML
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery

14. Either way, you MUST include browser detection and
redirect as part of your mobile web strategy.
That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web
experience.

15. Casinos/Gaming
• Mobile Couponing
• Immediate Lead generation
• Click to call
• Mobile Virtual Tours
• Maps/Directions
• Mobile e-commerce

16. Case Study
• MGM Mirage has thrown its full weight behind mobile
marketing with opted-in offers for guests at six casino/hotel
properties in Las Vegas and Detroit
• Guests at these MGM Mirage resorts will get targeted
special offers, alerts, contests and quizzes
• Promotions include real-time offers texted to guests' mobile
phones, property information and entertainment promotions
such as deals on show tickets or meals in hotel restaurants

17. Case Study
"These initiatives are all about ensuring our guest
gets the right offer or incentive based on the guest's
interests, playing history and location in or out of
market. This approach ensures guests see this
program as a tangible benefit from MGM Mirage,
and thus drives revenue for MGM Mirage." -Alan R.
Sultan, President of Acuity Mobile

18. Case Study
• MGM Mirage's “Vegas Reality,” the city’s first dedicated augmented reality application,
merges real Vegas with virtual Vegas for a multi-dimensional experience of its hotels,
restaurants and attractions
• “Entertainment of Las Vegas” delivers access to video previews, show times, event
calendars, directions and ticket purchasing for all the MGM Mirage goings-in in the city
• Via these applications, MGM Mirage offers both Web-based and one-touch click-to-call
options for rooms and dining
• Tickets can be purchased via one-touch to contact MGM Mirage’s call center. The in-
application payment mechanism goes straight to each resort's property management
system

19. Case Study
Commerce-enabled augmented reality
o While strolling along the Strip, consumers can point their
iPhone at resorts and casinos and watch as information
automatically appears as floating text on their screen, using
their phone’s camera and GPS services
o Users can virtually jump inside their favorite resort to learn
about its shows, nightclubs and restaurants, as well as
select “fun facts” for info and videos sharing famous—and
infamous—moments in Vegas history

20. Case Study
Commerce-enabled resort-specific apps
o Using their mobile resort application, users can access photos,
videos and information to help them decide what to do during their
stay in Vegas, and book it all with one-touch functionality
o Preview videos of shows, grab last-minute tickets, check seating
charts and bookmark their favorite activities to create itineraries for
their trip
o Order room service, browse restaurant menus and make
reservations from anywhere
o Receive targeted content and deals based on their location
o And much more ...

21. Case Study
• Rio’s platform integrates with short code programs, deploys
downloadable handset applications and manages mobile Web
content
• The intention of this platform is to bridge programs from
mobile to online to simplify the consumer response process
• Consumers who respond to an email campaign can enter their
mobile number in an email delivered to them. This opt-in
action triggers automatic delivery of mobile coupons or SMS
text message reminders about new promotions and events

22. Case Study
• The typical Rio guest stays four days at the
property
• Guests can text RIO to the 227466 (CASINO)
short code to opt in for offers. A return text
will confirm that the opted-in guest will receive
four offers for the next four days

23. Your pitch and pricing
here
• A=$
• B=$
• C=$
• D=$