Social Kickbacks

Objective

Turn IHG Rewards Club members into brand advocates with the goal of generating authentic brand awareness through social media channels.

Solution

We launched the “Priceless Experiences” program — a partnership with Mastercard designed to encourage IHG Rewards Club members to share their memorable travel experiences.

Members synced their IHG Rewards Club account with their Twitter and/or Instagram accounts and posted a photo of their favorite travel memories using the hashtags #TravelFirsts, #Priceless and #Contest to enter.

Each post earned Members a chance to win one of four curated Priceless Experience vacation packages to Los Angeles, New York City, Las Vegas, or New Orleans, helping to drive awareness of IHG travel destinations.

The program not only generated social advocacy, it also expanded the brand’s communication footprint by motivating IHG Rewards Club Members to follow IHG on Twitter and Instagram.