Under the deal, the two parties will launch **RWNYC, a unique vanity number that can be used from any phone.
According to StarStar, **RWNYC will allow Resorts World Casino NYC to connect to and stay engaged with customers, while bringing a new call-to-action to its entire suite of marketing communications.
**RWNYC is currently running in Resorts World Casino NYC’s newspaper and out of home (OOH) campaigns, and will also be featured on TV spots.
StarStar Mobile initiates conversations with customers via their mobile phones, while providing businesses with access to real-time customer engagement data.
Customers dial **RWNYC and during the call, will receive a text message with a link to an online platform, which offers customers additional details for their request and the ability to make a reservation, receive VIP perks and rewards, among other actions.
Michael Savino, director of marketing at Resorts World Casino NYC, said: “Partnering with StarStar Mobile and launching **RWNYC has been a tremendous boost to our efforts to deliver measurable consumer engagement through mobile.
“With this unique identifying phone number, we are able to better measure the effectiveness of our advertising while increasing awareness in a hyper competitive marketplace. It’s going to be exciting to see how we can further leverage **RWNYC in the future to boost our loyalty, reward and other consumer marketing platforms.”
Tim Keyes, chief operating officer of StarStar Mobile, added: “The gaming/casino space is an ideal venue to demonstrate and leverage the power of a StarStar number.
“Multiple studies have shown that omni-channel customers spend 20% more than multi-channel customers. Now with a ** number call, Resorts World Casino NYC are building a powerful database of phone numbers for future remarketing campaigns, complete with geographic, chronological, and quantitative data.”