THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

#HashtagHotel

Entered in Contest or Promotion, Twitter, Twitter Campaign, Hospitality

About this entry

Club Carlson, a loyalty program for Carlson Rezidor properties, wanted a campaign that could extend its loyalty program and drive higher levels of member engagement. To do this, the brand viewed social media campaigns as a way to provide exclusive opportunities, while deepening member activity with the brand. Based on this strategy, #HashtagHotel was born: a 24 hour Twitter party available only to Club Carlson's loyal members and followers. Leading up to the party, Club Carlson offered members 1,000 Gold Points for following the brand on Twitter – a message that helped convert its members to followers of the brand. Once the party started, the Club Carlson Twitter handle went private and a 24-hour Twitter party started. This party was 24 hours of non-stop engagement, consisting of travel influencer chats, real-time two-way conversations between Club Carlson and the community, and hourly prizes awarded to those followers engaging with the party. Since Club Carlson is a global program, content was also shared to engage with members worldwide and to target specific time zones. From this non-stop activity, Club Carlson received over 14MM impressions, trended nationally on Twitter 8 times in 24 hours, and had over 10k uses of the hashtag for the party. While followers and direct revenue were not a goal of the campaign, the brand's Twitter presence grew 70% and the program generated more direct revenue from members than the program cost.

Why does this entry deserve to win?

This campaign was counter-intuitive – as most brands are loathe to limit the number of people who can participate in a program. However, we created exclusivity by locking the brand's Twitter handle for a set period of time. This was a strong social driver for participation and actually helped Club Carlson members feel as if the brand's social channels were worth following. It also took a simple concept (a Twitter party) and layered powerful social drivers to amplify success. Anticipation beforehand had the unintentional consequence of generating a 70% increase in followers. The excitement of hosting a Twitter party for 24-hours and the curiosity members had for what they could expect drove large volumes of conversations (over 10k), and led to trending 8 hours of the 24 the program was running (with a positive sentiment of 97%). Additionally – it was a social campaign that could activate members at a global level – with content timed to the specific regions of the world that were awake. Overall, the effectiveness of this campaign is a direct result of the brand valuing engagement with current members over acquiring new ones.

Media

Entrant Company / Organization Name

Ignite Social Media & Club Carlson -Carlson Rezidor Hotel Group

Links