The time when it starts getting chilly outside is a time we most dream of winning an unexpected trip to Hawaii. Marriott as a brand has been stepping up their social media efforts, and this contest is clearly a result.
How are they using social media to their advantage? Simple... every username you provide (Twitter, Facebook, email) is an additional entry into the contest. In addition, each of the 25 winners has the opportunity to participate in a YouTube contest that could also win them tickets for their closest 10 friends to join them in Hawaii.
I have to give Marriott kudos for incentivizing participants to hand over the keys to multiple social media accounts in order to increase their chances. It gives Marriott access to a powerful platform to spread the news about the contest virally through tweets and wall posts.
But this method is also a little offputting to the user, especially because you are denied the extra entry unless you "allow" them to post without your knowledge. I had to dig through their Terms and Conditions small font size legal page to see that they promise to only use my account for one tweet and one wall post, and that they don't retain my information afterwards.
Which proves that even though Marriott has learned a lot as far as leveraging social media as a platform, they have a lot to learn about authenticity and trust.
Marta Strickland
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Strategists & Planners
Comments (2)
Yeah, I don't know if I would... It would depend on the rules for how long they have to hold onto the keys and how many tweets come through.
Posted on October 21, 2009 07:29
Great article. I agree that Marriott could have executed this campaign better, but I really like their creativity and bravery to take a step in the world of social media marketing.
Posted on October 21, 2009 07:35