Tweets for Treats Campaign Reviews

Objectives

To support the launch of ITC Grand Chola on social platforms

To create a Social Media Buzz for ITC Grand Chola

To reach out to our Target audience and give them an opportunity to try ITC Grand Chola and its facilites via a free Treat

Bring imagination to life by giving a chance to experience the grandeur

Timeline

Contest Dates: 10th October to 28th November,2012

IndiBloggers Meet : 27th October,2012

Mechanics of the campaign

Microsite development with the feature to share Pre generated tweets and posts about ITC Grand Chola on Facebook and twitter profiles of the users

Promotion of the hashtag ‘#TweetsforTreats’ to generate an online property for ITC Grand Chola

A video to introduce Tweets for Treats campaign and its flow

Promoted Tweets, Social Media Releases to drive traffic to the microsite; Facebook

Ads commence

Users land onto the Microsite, view how-to

video; Allow application

permissions and participate

Tweet is published on user's behalf from the

Microsite itself; API integration for real

time display

Real-time increase in the Glory counter on

the microsite, a hidden treat or a milestone treat unlocked and won at pre decided

Glory points

Referral traffic via user's tweets

redirected to Microsite where they too are

expected to participate

Users expected to return to the microsite to tweet/retweet again by which they get to

win treats

Campaign User Flow

Sample Tweets & Posts

People spoke about ITC Grand Chola via their twitter handles

Good Response to Tweets for Treats in terms of likes and shares

4108 views for the Tweets for Treats video on youtube

The IndiBlogger Meet(27th October,2012)

The activity happened at ITC Grand Chola where 64 IndiBlogger were taken through the Hotel along with a fun filled introductory session .

Some images shared by IndiBloggers on Twitter during the meet

13 Bloggers shared their experience on Blogs

Campaign Results

No. of Shares

Tweets Facebook Shares

8131

1869

We achieved 10,000 overall shares as was the aim of the contest

Twitter Followers

A gain of 255 followers in the span of the contest

Interactions

Users who interacted the most with us with Retweets and Replies

Increase in the overall page interaction with Retweets to 17.29 % of our Tweets increasing the reach of the brand

And We Trended

Both @ITCGrandChola and #TweetsForTreats trended on 27th October’2012

Media Coverage

An article on Social Samosa on 27th October,2012 covering the campaign

An article on Lighthouse Insights on 27th October,2012 speaking about campaign positives

An article on Lighthouse Insights on 17th October,2012 covering the campaign

Final Round-upDesired buzz generated on Social Media platforms with a good promotion and visibility to services and facilities of the Hotel

People appreciated the campaign and acknowledged the same via Tweets

We successfully trended on the day of IndiBlogger meet

Great coverage on major Social Media review website and blogs of prominent bloggers

Learnings

Microsite proved to be a great source to fetch good results and get the desired media coverage

Use of pre generated tweets/posts should be avoided to leave space for genuine feedback from the participants

Terms & conditions should be designed to get participation from relevant Target Audience instead of SM contest junkies