To demonstrate the value of IHG Rewards Club points and the breadth of redemption options available, IHG Rewards Club asked Digital Visitor to drive brand awareness within the UK and Germany, which resulted in the Minute Millionaire campaign.
Minute Millionaire was a multi-platform campaign built using bespoke technology enabling IHG to bring its creative campaign vision to life, and achieve maximum reach and engagement among fans.
We developed a bespoke micro site and game, challenging users to spend 1 million points in a restricted time to win more rewards. The aim was to virtually spend 1 million points on redemptions options in 60 seconds for a chance to win 1 million IHG® Rewards Club points…
Maybe you want to fly to Bangkok? That’ll be 259,000 points. Fancy a case of white wine? Add one for 65,000 points. How about a helicopter ride over London? 111,000 points – and a massive 565,000 points still to spend.
From flights to music downloads, car rentals to gift cards and wine to experience days such as spa pampering, rally driving and sushi lessons, IHG® Rewards Club’s 79 million members have plenty of choice when it comes to redeeming their points.
The Minute Millionaire campaign was primarily accessed via a custom built micro-site, but was also available on Facebook and via mobile devices to increase awareness. A video tutorial was produced to make participation even easier and by inviting their friends to have a go, users could double their chances of winning. The application also featured a data capture form with newsletter opt-in.