They ran a mobile marketing campaign in which they instructed people to text PALMS to the SMS short code 74642 to be entered for a chance to win a free one-night stay and dinner for two.

After the contestants were entered into the text messaging contest, they were asked if they would like to receive future text message offers from the casino resort.

While the average text message contest can expect 37% of contest participants to agree to future mobile alerts from a brand. 

The Palms text message contest was able to convert 60% of contest participants into mobile subscribers.