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

Vacay Gone Cray Cray

Finalist in Hospitality

Entered in Contest or Promotion, Humor

About this entry

Social media was ideal to reach our targeted Millennials to grow a relationship and see Choice as part of their lives and future travel. GOALS:

1. Create a summer promotion that would capture the imagination of our audience and inspire participation

2. Partner with a social-media "celebrity" with a large, loyal social following that was also a good brand fit

3. Create a steady flow of entertaining content

4. Reach and engage our audience in their native environments

The media strategy distributed video content and user generated contest stories/photos across Tumblr, Twitter, Facebook, Google +, and YouTube.

INSIGHT: Unexpected, "I can't believe that happened" vacation moments make great stories that people love—ideal for a social media campaign. Throughout summer, people came to our campaign 4 hubs to share their crazy, harrowing, hilarious vacation stories for a chance to win a $10,000 trip re-do prize from Choice Hotels. We partnered with YouTube sensations Rhett & Link to create the "VACAY GONE CRAY CRAY" campaign. They chose their favorite vacation misadventure stories, re-enacted them on their "Good Mythical Morning" show, and invited viewers to submit their stories for a chance to win a trip redo. They also created their own song/music video "I'm on Vacation" that helped launch the contest.

Video content was pushed via paid and organic social posts to fuel participation. ENGAGEMENT RESULTS BELOW. A brand study showed us that the campaign was effective. Millennials exposed to the campaign had significant lift in Choice Hotels awareness and consideration vs. those not exposed.

Why does this entry deserve to win?

The Rhett & Link #VacayGoneCrayCray campaign phenomenally surpassed our reach, engagement and entry goals with target Millennials 25-35.

Our post-event BRAND STUDY SHOWED SIGNIFICANT LIFTS IN AWARENESS, CONSIDERATION AND KEY BRAND ATTRIBUTES vs. those not exposed, including:

* Helps me feel relaxed

* Helps me make the most of my trip

* Is a good value for the money

* Offers accountability for my stay experience

* Understands what I need in a hotel


ENGAGEMENTS EXCEEDED EXPECTATION:

Over 186 million paid impressions

•26,800,000+ Total Video Views

303,000+ YouTube Video Likes, Comments and Shares

759,000+ visits to the Campaign Hub

249,000+ total social media engagements across social channels (other than YouTube)

135,000+ Social Media engagements (e.g. shares, likes, comments) on Choice social channels

114,000 Social Media engagements on Rhett & Link's social channels

3,900+ Total Contest Entries

Rhett & Link's "I'm on Vacation" music video quickly rose to #5 on YouTube "Trending Today" list

25 blog posts that gained over 10.5+ million impressions

We held 4 Twitter parties around the theme #VacayGoneCrayCray, generating additional reach and mentions (3,860+ tweets)

Media

Video for Vacay Gone Cray Cray

Entrant Company / Organization Name

Choice Hotels International, creativity and media buys from our ad agencies Havas Media and Doner, as well as PR from Cohn & Wolfe.

Links

Entry Credits