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
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