Mobile + Social Engagement Campaign Drives Registrations & Bookings

IHG collaborated with Vert to add a new mobile dimension to their typical summer booking promotion through the IHG Rewards Club. The overall goal of the campaign was to drive awareness, Rewards Club registrations and ultimately bookings for the Summer 2012 incentives (MB2) program. IHG was already planning to employ social through postings, keycard inserts, and other signage at the hotels – it was up to Vert to overlay mobile targeting & social engagement.

To achieve this, the agency employed best in class strategy & technologies to target IHG’s traveler target while on the go. Paid mobile placements across innovative platforms like Qriously, Millenial Media, Jumptap & JiWire were paired with social marketing automation that sent organic Twitter messages to users who publicly posted check-ins to IHG hotels! All users were driven to a custom co-branded mobile landing page built just for the target devices for this campaign.

The results speak for themselves with over 95,000 promo registrations (15% of all channels) being attributed to mobile. Paid media drove 60MM mobile impressions generating 288,343 targeted clicks at a solid 0.48% CTR. Additionally, nearly 7,000 organic Twitter replies drove 564 clicks at an astounding 8.07% click-through rate.

Vert has delivered and executed several thoughtful, uber targeted mobile media campaigns that achieved outstanding results for IHG’s brand campaigns.

Lisa West, Mobile Marketing Director

Awards

• AIMA Awards
  Most Effective Mobile Campaign: The AIMA Awards showcase the work of Atlanta’s best and brightest interactive marketers.
• HSMAI Adrian Awards
  Platinum: The HSMAI Awards honor outstanding achievements in advertising, public relations and digital marketing in the travel industry.
• MarCom Awards
  Platinum: MarCom Awards is a creative competition for any individual or company involved in the concept, writing and design of print, visual, audio and web materials and programs.