Objectives

Hertz creates aspiration for travel and captures new leads with the ultimate, once-in-a lifetime family getaway to Hawaii, the world’s #1 travel destination. The Hertz Hawaiian Sweepstakes will take four (4) people on an unforgettable, 7-Day journey to Maui, Hawaii.  Prizes to include: Round-trip, first-class airfare, 7-day/six night at a five-star resort, credit towards unforgettable Hawaiian excursions, $20,000 in spending cash, and a car rental from Hertz’s best fleet ever.

We wanted this sweepstake to create excitement around travel in the peak summer period. We introduced new content with mass appeal that ties into our brand message and promotional strategy of acquisition at higher RPD. Hertz estimated 122K new leads based on 500K investment (3X return) The Hertz Hawaiian Sweepstakes is a simple and high value customer offering designed with email acquisition goal which then promotes next step engagement. To amplify the Hertz Hawaiian Sweepstakes, the promotional plan for winning the summer, we aligned our Real Time Marketing efforts to further support through our social organic channel, Twitter.  

Strategy and Execution

The Hertz Hawaiian Sweepstakes started on July 1, 2019 and ran through until August 31, 2019. Enrollments could register through our website: http://www.Hertz.com/Hawaii. The sweepstakes was free to enter, all we needed was a name, email, phone, and Gold Plus Rewards number (only if the enroller was a Gold Plus Rewards Member). Enrollers could earn additional “bonus entries” with every rental, up to 30 entries total -must be completed by August 31, 2019. Hertz Gold Plus Reward members get 2 entries while non-loyalty members get 1 entry for every qualified action (ie. registration, rental, join GPR). Nonmembers can earn ad additional entry if they join GPR during sweepstakes run dates. 1 registration per email (1 entry for non-member, 2 entries for GPR).

Hertz tested a Real Time Marketing (RTM) strategy with our Social Customer Care Team to insert Hertz into conversations, amplifying the sweeps’ reach. Our Real Time Marketing efforts will promote the sweepstakes by:

• • Engaging in aspirational travel conversations to Hawaii/Maui on Twitter to raise awareness about the sweepstakes and drive conversations
  • Identifying Hertz customer success stories about travel to Hawaii/Maui for us to share/retweet on our social channels
  • Further amplify influencer plan and content by engaging to positive comments
  • Utilize “War Room” capabilities to track mentions of Hertz during campaign period and track earned reach of campaign through hashtag
  • Create playbook with Brand team to align on tone & voice of RTM engagements

Our Real Time Marketing strategy will amplify the owned content, insert ourselves in the organic conversation, and support influencer activation. The goal was to amplify conversation around sweepstakes and gain learning to set benchmarks for future real time marketing efforts.

We created guidelines to guide our Social Customer Care in selecting engagement opportunities with content that is relevant and on brand.

Engage with content that:

• • Follows the themes of
    • Vacation
      • Upcoming – already planned
      • Currently planning
      • Search Term: Hawaii Travel
      • Search Term: Travel Goals
    • Post – Vacation
      • #TBTVacationPosts
      • #TravelTuesday
      • #WellTraveled
    • Sweepstakes
      • Those who love sweepstakes
  • Current & Relevant (posts within last 3-5 days)
  • Engage with people vs. brands

Results

The Hertz Hawaiian Sweepstakes introduced new content with mass appeal that tied to our brand message with a simple and high-value customer offering that delivered across all KPIs. This sweepstake supported through all touchpoints and amplified via owned, paid, earned and social channels along with partner support to their member databases

Overall Campaign Results

• • +925K New Customer Leads = 1.7M total emails captured
  • +19.5K New Hertz Gold Plus Reward Members

Media