Sandals Launches Playful Campaign to Gain 250,000 Facebook “Likes”


Aug 09, 2013 12:16 pm

Skift Take

There’s no doubt that Sandals will reach 250K “Likes” and it will have boosted the adventurous side of its brand in the process. Those guests that the campaign risks ostracizing with a cursing CEO are probably not on YouTube to see it.

— Samantha Shankman

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Screenshot  / Sandals Resorts

The face of Sandals CEO Adam Stewart placed over the face of a tourist on a Jamaican zip line. Screenshot / Sandals Resorts

Sandals Resorts wants more Facebook followers so it’s putting its surprisingly young-looking CEO Adam Stewart front and center in a new social media campaign.

Stewart explains on a video uploaded on YouTube on Thursday that he’s thrilled with the 155,000 “Likes” the resort’s Facebook page collected since its launch in May 2012. But he thinks Sandals can go further.

The video flashes the Facebook URL Facebook.com/sandalsresorts and prompts viewers to share the page until it reaches 250,000 “Likes.” Once the company reaches its goal, Stewart promises to zip line 1,000 feet through Jamaica’s rain forest and a ring of fire. The stunt will likely involve a large safety crew constructing a circle of fire around the zip line with every precaution in place.

The video is playful with the word ‘false’ flashing across the screen when Stewart claims that ‘danger‘ is not his middle name nor does he want to zip line. The hashtag #FiretheCEO uses the double meaning of fire to tease Stewart and attract attention to the campaign.

In addition to gaining “Likes,” the video also gives potential Sandals customers a close-up with its CEO. Sandals gets a brand boost from the familiarization with easygoing Stewart who talks about his family and love for Sandals.

According to Skift’s social intelligence platform SkiftSocial, Sandals posts an average of five times per day on Facebook with the heaviest activity at the beginning of the week. The resort is already on its way to its 250,000 goal with 161,721 “Likes”.

Watch the full video A message from Adam “Danger” Stewart: 250,000 Likes Challenge below”

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