Facebook Campaigns Done Right - The Holiday Inn Express Songwriting Competition
When your message or campaign has the potential to reach 1.2 billion people – it’s imperative that you get your message right. The Holiday Inn Express Songwriting Competition does just that.
In 2012, the Holiday Inn Express Songwriting Competition played a crucial role insinger-songwriter Tresor Riziki’s growth to multi-platinum fame. In addition to being featured across South African airwaves and international music channels, he penned a deal with Universal Music. In 2014, the Holiday Inn Express Songwriting Competition has returned – this time with Tresor as a judge.
With our partners, Ogilvy Public Relations, we built the custom Facebook application for Holiday Inn’s Songwriting Competition. The objective of the contest is to celebrate creativity, and to celebrate those that embody similar values as a typical Holiday Inn Express guest. Values of individuality, creativity and resourcefulness.
The contest is running across four markets – South Africa, India, UAE and Indonesia. And the process is simple. Singer-songwriters need to compose their own song, mentioning Holiday Inn Express in the lyrics at some point and submit the song.
Submissions can be uploaded either via SoundCloud, or contestants can submit their original compositions directly into the app. After submitting their entries of course, it’s vital for the contestants to share their entries with friends, family and friends of friends to stand a chance to win the grand prize.
The grand prize – of getting Holiday Inn Express to record a music video of your winning song is the main prize, but the winning contestant also gets 250,000 IHG Rewards Club points that can be used for room nights around the world, perfect for a world tour! And who knows, perhaps even lay the foundation for contestants to go multi-platinum, just like Tresor Riziki managed to do in South Africa.
So why do we feel Holiday Inn Express did this campaign right?Build on What Works:
Marketers and strategists worldwide talk about A/B testing, the end-goal in mind of course, to run with what works the best. After witnessing great success with the campaign in 2012 that led to the birth of a star, Holiday Inn Express decided to take this year’s competition regional – spreading the reach of their campaign. Find what works for your brand, then build on it and grow it.Tie the Contest Back to Your Brand:
Everyone wants to run a giveaway, a photo contest, or come up with a viral campaign. For Holiday Inn Express, it could have been as easy as sharing a story about a customer’s favourite visit, and the best story gets the grand prize.
That’s boring. It’s bland and plain. Instead, Holiday Inn Express tied their brand to the values that they see in their customers – and decided to run a competition around that. So in a way, the contest embodies both what the brand is about, as well as what the customers are about. It fits.Run it Across Platforms:
One of the many things we stress on our clients doing is to make competitions cross platform – even if it’s just having a version of it residing on their website. In the Songwriting Competition, we plugged into SoundCloud’s API and integrated SoundCloud with Facebook – thereby letting contestants have their songs reside on SoundCloud, but be available via the contest.
The smarter contestants will probably add a link to the competition in the song’s description on SoundCloud and have anyone who likes it vote for it!Make the Judging Fair:
There’s a fair amount of debate around whether you should let crowdsourced voting decide who wins your competition or whether you should have a panel of judges. Holiday Inn combined these two to create a two-step judging process. First – friends, fans, family members and acquaintances can vote on the submissions. Second – the Top 10 songs of each country are reviewed by an expert panel before a winner is picked.
That way – if one of the participants happens to be a popular local band with a following that gets a ton of votes, it doesn’t guarantee them success. It only gets them to the review stage – where they may or may not find the elusive gold medal.Make Non-Contestants Participants:
It’s no fun if your contest is just accessed by the contestants to submit their entries, and for their connections to vote and disappear. The “Listen & Vote” tab in the Facebook app allows absolutely anyone to login and listen to the submissions. Music enthusiasts and fans will probably visit the contest every now and then to see if they can find some interesting music. I know I have!
Always try and add an element in the competition that’s going to make it something even non-participants would like to visit – try and make it catchy, interesting, fun or involving. Personally – we’ve never really see a singing competition on Facebook. Ogilvy Public Relations and Holiday Inn Express came up with a brilliant idea, building on the success of the original competition and amplifying it with a dynamic app!
Think you’ve got it in you? If you’re from South Africa, India, Indonesia or UAE – give it a shot!
Full Article Source: http://blog.circussocial.com/facebook-campaigns-done-right-holiday-inn-express-songwriting-competition/