Enpocket, the leading mobile marketing solutions provider, has announced that William Hill, the UK’s most respected betting company, has licensed the Enpocket Engine, the world’s most widely used mobile marketing software, to deliver time-sensitive betting odds and information to sports fans across the UK.
William Hill launched a major campaign to build its mobile database in the run-up to the Cheltenham Gold Cup on Tuesday 16th March. Posters in 1500 UK-licensed betting offices give sports fans the opportunity to text the keyword ‘CHELT’ to short code 87004 to receive the latest odds and news. Customers can also sign up to receive texts on the williamhill.co.uk website.
Enpocket Insight is helping to build a detailed picture of William Hill’s mobile customer base. Profiles are then fed back into the Enpocket Engine so that tightly targeted information is delivered to customers’ fingertips, ensuring even better take up and response rates.
“Mobile messaging gives us the ability to deliver personalised data direct to our customers’ handsets for events like the Cheltenham Gold Cup. Speed of delivery and reliability are key to ensuring that our customers receive relevant updates on odds and time-sensitive information at the right time. This is why we have licensed the Enpocket Engine and are using Enpocket Insight to understand our customers’ needs,” said Michael Grenham, Sports Information Controller, William Hill.
Enpocket has conceived a mobile strategy that allows William Hill to instantly deliver messages to its opted-in customers. Enpocket is hosting the application, building the mobile database and providing professional services that integrate the Enpocket Engine with William Hill’s infrastructure, so they can provide more timely information to their customers.
Once sports fans have received odds to their mobiles they can then place a bet through the mobile Internet, over the phone or in-store. William Hill is already using the Enpocket Engine to give odds to football fans and after The Cheltenham Gold Cup it will be extending the service to all racing, football, tennis, golf and rugby fans.
“William Hill’s use of the Enpocket Engine underlines the growing demand for integrated solutions that enable brands to build and target their own mobile databases. As the year progresses we will see more brand leaders adopting their own in-house solutions and using consumer insight to provide more advanced marketing services via the mobile,” said Jonathon Linner, CEO, Enpocket
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