Accor Hotels: SnapTrip Barcelona

 

 

Client: IBIS Hotels
Product: Accor Hotels
Category: Travel, Transportation, Tourism & Hospitality
Agency: meltygroup
Country: Spain
Year: 2015

 

Campaign Summary

The first web-based series that the hotel chain devised was the successful “SnapTrip London,” which drew eight million snap views and 50,000 social-media interactions

For the second edition, “SnapTrip Barcelona” the goal was to match or exceed the KPI’s of “SnapTrip London.”

Like its predecessor, “SnapTrip Barcelona” was an online show in which readers followed the adventures of their favorite stars traveling in Barcelona, Spain, for three days. Every day, those stars shared their best moments on Snapchat and other social media.

 

Objective and Context

The aim of the campaign was to increase awareness of the IBIS/Accor brand so that when young people travel, they consider staying in one of these branded hotels. Accor Hotels (IBIS) also wanted to be a pioneer in every single field of entertainment for young people, ages 12-34, by using Snapchat in web-based shows.

The audience for this campaign is passionate about entertainment and are huge consumers of TV shows, movies, music and video games on mobile devices.

 

Creative Strategy

For “SnapTrip Barcelona,” the client adapted the content by integrating its brand into it, Including online broadcasts from the rooms of the hotel. The campaign used famous people with large online followings, traveling in Barcelona and uploading content to social media, including Snapchat, YouTube, live videos and native-ad articles.

 

Results

Consumers received the campaign very well:

  • There were 20 million snaps viewed, a  300 percent gain compared to “SnapTrip London.”
  • The campaign had 50,000 interactions on Twitter and 15,000 interactions on Facebook.
  • There were 20,000 viewers on YouTube.
  • There were 20,000 pages viewed on the youth-targeted site melty in three days.
  • There were more than 250,000 ad views for IBIS.

 

 


 

 


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