Hotels.com rewards members earn 1 free night for every 10 booked. Tasked with boosting enrollment, we launched an online sweepstakes where we followed one lucky guest for 24 hours straight through Las Vegas (demonstrating just how much you can do in a free night). From check-in to check-out, we posted his antics in real time. Encouraging people to share their Vegas experiences and suggest what he should do next.
From the jump, we began posting content to Hotels.com's social media channels and its 2.5MM+ followers. Resulting in participants tagging in comments and sharing on their feeds for a chance to enter and win their very own free night in Las Vegas.
@ Venetian Gondola
@ Gilley's Bull Riding
@ I Love Sugar Candy Store
@ Jubilee Showgirls
@ The Act Nightclub
@ Vegas Indoor Skydiving
Event / Online Video:
After the live event, we continued to drive traffic to the Hotels.com Reward Program enrollment page and #MyFreeNight sweepstakes. Where new sign-ups were automatically entered to win a 'free night with travel for two' package (add-on dates optional) to a U.S Hotels.com location of their choice.
Social Postings:
Digital Banners:
Elements of the 24-hour live event production served as digital assets and social media content. Continuing to drive traffic to the Hotels.com Rewards Program enrollment page and #MyFreeNight sweepstakes.
The 24-hour live social event collected more than 320k suggestions, earned 31.3MM+ free media impressions, and attributed to a 7.4% boost in online followers. The campaign and #MyFreeNight sweepstakes saw over 2BN media impressions and a 19% increase in rewards members enrollment.
