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May 08, 2008
HDTV-Internet "Click Through" to Launch New MGM Grand Casino
By Michael Dinan, TMCnet Editor
In a marriage of two popular technologies, a Connecticut casino scheduled to open May 17 has become the first client of a new public relations strategy that combines high-definition television and the Internet, the product’s developers announced today.
Mashantucket-based MGM Grand at Foxwoods is building toward its grand opening with a new product from New York City-based Horizon Media that was developed by Boston-based Backchannemedia. The company says its so-called “TV-to-Internet click-through” harnesses the power of the Internet through one of the nation’s most beloved distractions: television.
With Backchannelmedia’s “Portal,” users interact with what they see on their TV’s. For example, if a particular news item interests a viewer, he or she could point a device at the TV, click it and that would trigger a more in-depth report or more detailed stories on their home computer.
Similarly, the technology allows TV watchers to click on on-screen items they want to buy, and coupons or shopping information is directed to their TV. If a music video or televised concert catches the viewer, he or she could click a button to download the music to his or her TV.
The new luxury hotel and casino will become the first to benefit from the technology from an advertising standpoint – a fact that pleases Horizon Media’s chief executive officer, Bill Koenignsberg.
“We’re constantly seeking out innovative and creative media strategies for our clients and I’m excited about this new partnership with Backchannelmedia,” he said.
To support the hotel’s opening, Horizon Media will run a multi-channel, cross-market media campaign that uses local television and radio, sports partnerships and print media.
Rob Kalman, brand group director at Horizon Media, said the strategy should raise the new casino’s profile.
“This approach will help to create a unique awareness for MGM Grand at Foxwoods that will ultimately make it the premiere gaming destination in the Northeast,” Kalman said.
Michael Dinan is a TMCNet Editor. To read more of his articles, please visit his columnist page.
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