Although expensive, creating a real-life activity for consumers to interact with builds brand awareness off and online.
Fairfield Inn & Suites brought its new “Stay Amazing” campaign to life last month for two days in New York City’s Flat Iron neighborhood, sparking a consumer-led social boost.
The new campaign recognizes business travelers balancing work, their personal life, and trying to stay on top of it all by sharing inspirational messages, tips for stress reduction, and a general “You got this!” branding.
To launch the new campaign and generate consumer interest, an interactive video game was set up so that participants use their bodies to juggle multiple on-screen balls at once. The activation also included a giant art installation of the words “Stay Amazing,” which prompted the most social shares.
An average of 1,500 pedestrians walked by the campaign site each day, slightly half of which opted to participate in a survey and submit their email for a chance to win a prize or free stay from the hotel brand. Among those pedestrians that stopped, each spent an average of 5 minutes to 7 minutes at the site.
With brands competing for just 5 seconds of consumers’ time online, securing five minutes of undivided attention is priceless for building brand awareness.
Fairfield Inn & Suites; however, also invested in paid social media reach. Throughout the two-day activation, paid and organic Facebook reach resulted in 6,172 interactions while paid and organic Twitter resulted in 170, 268 total impressions.
The “Stay Amazing” installation was a popular photo prompt leading to 157 Instagram posts, from public users, and 272 #StayAmazing hashtag impressions across Instagram and Twitter.
Despite collecting the social profiles of campaign participants, the brand has no plans for targeted outreach via consumers’ social media channels. It will; however, send periodic emails to those consumers who submitted their emails and opted to receive future communication from the brand.
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Photo credit: Fairfield Inn & Suites spread word of its New York City activation through its social media channels. Fairfield Inn & Suites / Twitter