Effective Social Media Contest Case Study: Hotel 1000
Hotel sees 30% increase in website traffic from Facebook and 16% increase in Facebook fans from social media scavenger hunt campaign.
Hotel 1000 is a luxury hotel in Seattle that has won many accolades, including a recent selection as one of the top 200 hotels (#14 to be exact) in the U.S. by Conde Nast Traveler Readers' Choice Awards. In early October 2011, the hotel decided to overhaul its website with a new look and features. The in-house marketing team and Milestone Internet Marketing, Inc. strategized ways to promote the new website, and decided upon a creative social media push. (tweet this).
The Facebook Scavenger Hunt was well received by the Hotel 1000 Facebook fans and was a fun way for fans to learn about the new site. After the eight-week promotion ended, we analyzed the data. Results are shown below.
- 16% increase in Facebook fans (3x the average daily fan growth vs the previous eight weeks)
- 30% increase in traffic to the website from Facebook (vs the previous eight weeks)
- 31% increase in daily page engagement in the month after the contest was completed (compared to the month prior to the contest)
- 30% increase in daily total reach in the month after the contest was completed (compared to the month prior to the contest)
- The amount of daily views to the promotional video hosted on the Hotel 1000 homepage saw a 9x spike during the launch of the Facebook contest.
In addition, every entrant provided an email address for use in future direct marketing campaigns. The results of this Hotel 1000 test case show that there are effective, creative, and engaging ways to announce significant brand changes and updates through social media strategies.
Contributed by Keith DeVey, Social Media Manager, Milestone Internet Marketing
Phone: +1 408-200-6871
For over 20 years, Milestone has been a leading provider of digital marketing software and services for location-based businesses. Over 2,000 companies in Hospitality, Retail, Financial Services and Automotive industries rely on Milestone to power their digital marketing strategies. Milestone has garnered over 500 awards, has been short listed 3 consecutive years for the US Search awards and won Search Engine Land's prestigious "Best overall SEO-SEM campaign" in 2018. Milestone has gained a reputation for blending outstanding digital marketing expertise with advanced technological capabilities and is one of Silicon Valley Business Journal's fastest growing companies and an Inc. 5,000 company. More information can be found at www.milestoneinternet.com or on the Milestone Blog.