Atlantis, Paradise Island - the most popular resort destination in The Bahamas - features the world's largest open-air marine habitat, Aquaventure water park, exquisite beaches, one of the largest casinos in the Caribbean, and world-class dining options. Atlantis has always valued and understood the need to create a destination that features entertainment like no other resort, and in response, is constantly looking for the newest way to engage and entice the consumer. Enter: Atlantis LIVE concert series - home to some of the biggest names in music in an intimate setting.
Recognizing the power of pop culture and music within today's marketplace, Atlantis and renowned girl group Fifth Harmony collaborated on a social media campaign by using interactive activations surrounding a trip giveaway to see the all-female five-piece group's concert at Atlantis on October 10, 2015. The main objectives of the Atlantis/Fifth Harmony social campaign were to use social media as the driving force to create awareness of the #AtlantisLIVE concert series, grow Atlantis' social media following, amplify the reach of the concert by activating concertgoers socially at the resort, and to retain and engage with existing followers.
By using social media in a strategic way and asking fans and followers for their participation, Atlantis was able to build momentum, awareness and excitement for the concert. To engage Fifth Harmony's avid fan base of over 2.8 million Twitter followers and 3.3 million Instagram followers, Atlantis partnered with the fan-favorite music group for several social media initiatives. Atlantis designed a comprehensive social media schedule and branded content including a Twitter and Instagram contest, social media digital screens on-stage during Fifth Harmony's performance, a recap concert video, and an amazing sweepstakes winner experience at Atlantis.
By giving fans the once-in-a-lifetime opportunity to win an amazing trip to Atlantis in order to meet and attend Fifth Harmony's concert, we created online chatter that went viral. To enter, users had to share a photo on Twitter or Instagram of them and "their bestie" with a story of why they deserved to win the trip and concert experience. Users also had to follow @AtlantisResort, tag their friend, and use the unique hashtag #Atlantis5HSweepstakes. The structure of this contest was designed mindfully, as the required follow helped grow Atlantis' social accounts, while tagging their friends ensured more people were reached, and the unique hashtag allowed Atlantis to track important metrics.
In addition to the photo entries being shared on Twitter and Instagram, a photo gallery feed was integrated into Atlantis' website so users could view all entries. As Atlantis' website receives thousands of unique visitors per day, the gallery also attracted more awareness of the contest and encouraged additional participation.
Atlantis and Fifth Harmony coordinated social media promotions through Facebook, Twitter, and Instagram to ensure both the contest and concert received exposure. From the announcement of the Fifth Harmony concert on August 13 - October 15, Atlantis sent more than 67 tweets to consistently generate buzz for the show.
After the contest concluded, Atlantis documented the winner's experience at Atlantis through shared videos on Atlantis' Twitter, Instagram and YouTube channels and through the winner's personal channels. This was a great way to highlight Atlantis authentically through the eyes of the consumer.
Once the concert date arrived on October 10, Atlantis created social media on-property activations to encourage fans to socially engage. Outside of the concert venue, a "blue carpet" photo backdrop experience was available for concertgoers to snap and share pictures. Large signs with Atlantis Resort's social media handles and #AtlantisLIVE were strategically placed around the venue to make users aware their photos could be featured on large digital displays during the concert.
To ensure we maximized all activations as well as Fifth Harmony's performance, Atlantis shared real-time updates of the concert on Twitter and Instagram. Atlantis also produced an exciting video to share with fans on social media following the event. Fans who attended the show could relive the experience and fans that could not attend the show were able to join in the fun from home.
Results of Atlantis' Fifth Harmony campaign exceeded Atlantis' expectations. The initial announcement of the concert, a tweet on August 13 from Fifth Harmony, was one of the highest days of mentions for Atlantis with over 5,300 mentions in a single day. The contest hashtag #Atlantis5HSweepstakes had over 9 Million impressions and 4,800 contributors in just eight days. Additionally, Atlantis' Twitter and Instagram accounts received 2.1K new followers in the short timeframe.
While Fifth Harmony was on-property from October 9-15, there were over 40,000 mentions of @AtlantisResort on Twitter. The concert hashtag, #AtlantisLIVE also had 34 Million impressions on Twitter and was used in over 8,900 tweets by 4,900 contributors. A live-tweet of the concert from Atlantis had over 3,500 re-tweets and 4,300 Likes. The video featuring the concert and fans was viewed more than 23,000 times on Twitter, had 3,600 re-tweets and 4,485 Likes.
These results met all of the objectives established at the beginning of the campaign by generating mass awareness of the #AtlantisLIVE concert series, strong follower growth, social activations which amplified the reach of the concert through social media, and entertaining content to engage existing followers.