When IHG Rewards Club asked us to create a second social campaign for them, this time to promote the wide variety of redemption offers available to members, they wanted us to support the resulting ‘Minute Millionaire’ game by securing coverage with influencers.
Set the challenge of turning a hotel loyalty scheme into a fun and interesting topic that bloggers would want to talk about and, more importantly, be able to drive traffic to, we had to get creative with our approach.
Digital Visitor secured substantial coverage within communities of key influencers, and engaged these audiences with fun content to promote IHG Reward Club’s Minute Millionaire campaign.
After turning to our existing network and scouring the net for new talented talkers we selected 60 travel, lifestyle and loyalty scheme bloggers who had the kind of readers IHG wanted to reach. To help our bloggers create relevant posts that were also fun and naturally in keeping with the rest of their content, we asked them to write about inspirational topics; where they’d go on their dream holiday, how they’d spend a million points, or even what they’d do if they won a million pounds.
We provided them with lots of information about IHG rewards as well as beautiful images to help illustrate their posts. To drive more targeted interest and traffic to the Minute Millionaire website we managed mini competitions that gave away IHG Rewards Club points on two top travel blogs. Finally we gave all of our bloggers tracking links and encouraged them to share the promotion on their social accounts.
As a result we secured 24 pieces of coverage on 20 highly influential travel, lifestyle and loyalty blogs including Head for Points, The Travel Hack and Pommie Travels. Combined, our IHG bloggers had a social following of 225,000 and their blog posts generated 1412 blog comments, 3196 clicks to Minute Millionaire website, 1500 mini competition entries and almost 1.6 million content views!