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August 19, 2009

All the world's a playground

All the world's a playground is using buy-one-get-one-free mobile coupons to promote the musical production “Stomp” to consumers vacationing in Sin City.

The online ticket retailer opted to use Ping Mobile’s mobile services to generate ticket sales to Las Vegas events. Visitors to were directed to a Ping Rewards landing page at when they clicked on banners.

“A mobile campaign provided a perfect solution for the client,” said Shira Simmonds, president of Ping, Englewood Cliffs, NJ. “Tourists visiting Las Vegas are constantly on the go and are determined to keep to their itinerary of things to do and see.

“In this respect, Las Vegas can be a difficult market for the average advertiser,” she said. “A non-traditional approach, like mobile campaigns, is a perfect fit for an on-the go city like Las Vegas.

“While tourists may not have the opportunity to visit Web sites or read print advertisements, they will always have their cell phone with them so connecting to them can, in fact, be made easy.”

The landing page asked consumers to fill out basic information such as their wireless carrier, mobile number, date of birth and email address.

Once they do that, coupons are sent to their phone.

Consumers can also text the keyword STOMP to the short code 74642 to receive the coupons.

They receive a message back that said, “Redeem UR coupon for a Buy 1 get 1 Free Ticket to Stomp, in Las Vegas. Call Ticket Playground @ 1-888-265-8497. Code Ping08. Offer valid while supplies last.”

Stomp is a unique combination of percussion, movement and visual comedy. It has created its own inimitable form of musical entertainment. The show can be best described as comic interplay of characters wordlessly communicating through dance and percussion.

The campaign is currently active and is seeing good results so far.

The mobile device is so personal, that consumers never leave home without them.

As per Ms. Simmonds, this is especially true with SMS users.

SMS is expected to generate $177 billion in global services revenues in 2013, according to ABI Research, New York.

The market researcher said SMS will account for 83 percent of all mobile messaging revenues through 2013 ( see story ).

Ping Mobile runs SMS-based mobile campaigns for clients across various industries.

For example, Las Vegas’ Orleans Stadium Hotel and Casino used Ping Mobile to promote concerts ( see story ).

Additionally, the Wyndham hotel chain is running a mobile campaign for its Days Inn Business Place division to compile a database of prospects for remarketing. Ping Mobile is managing this effort as well ( see story ).

“The challenge for the client here was to be able to compete with the various hotels and casinos in Las Vegas that offer their patrons discounted or free tickets to shows and events,” Ms. Simmonds said. “Reaching out to Las Vegas tourists via a Web site provided an additional challenge due to the fast-paced nature of the city.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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