Download - PlacePunch Case Study
CASE STUDY
INTERCONTINENTAL HOTELS GROUP
www.thelbma.com
May 2011 | Slide 1 of 5
Follow us on Twitter
@theLBMA
CLIENT OVERVIEW
May 2011 | Slide 2 of 5
Largest hotel company in the world
Operates 4,500 hotels worldwide
8 different hotel brands
United States HQ: Atlanta
About IHG
CAMPAIGN OVERVIEW
May 2011 | Slide 3 of 5
BackgroundIHG aware that location-based servicesbecoming popular among guests.
Wanted to “test the waters” and connect with guests through check-ins.
CampaignSolution: Deliver highly-relevant Tweets to guests from IHG’s branded Twitter account when guests check-in into an IHG hotel property
Messages: Divided equally among “Goodwill” and “Promotional”
HOW IT WORKED
May 2011 | Slide 4 of 5
@cglace Thanks for checking in at Holiday Inn! Get up to 20% off your next booking. http://bit.ly/dizBqO
@adams472 Thanks for checking in w/ Holiday Inn! We’re really glad you chose to stay with us! Enjoy your stay!
CAMPAIGN RESULTS
May 2011 | Slide 5 of 5
Campaign Length: Six weeks between July and September 2010
Delivered Messages: 4,900
Retweets: 100+
CTR: 10x email & banner ads
Key Learnings:
Goodwill messages valuable for generating customer affinity and retweets.
Promotional messages have high CTR and can generate real revenue when tied to proper landing page.