When it comes to social media, Motel 6 doesn’t have any reservations. In the hotel chain’s Ultimate Bucket List Contest, Motel 6 encourages participants to pack their virtual bags and pin their way to a national dream destination.
Until May 21st, those looking to check a destination off of their travel bucket lists can begin their social journey by liking Motel 6’s Facebook page and following the company on Pinterest. Virtual travelers are then prompted to make a “Motel 6 Ultimate Bucket List Contest” board and to pin the contest’s image to the board along with the hashtag #Motel6UBL. Contestants must then fill out an official entry form, complete with their name, email address, Pinterest username, and birth date, and pin three additional images to their board. What a trek!
However, the path to Pinterest will be fruitful for three partakers who will win a trip to Anaheim, California; Bellemont, Arizona; or Niagara Falls, New York.
“We have seen great success using social media to capture consumer-generated content that is both relevant and engaging for the brand,” says Lance Miceli, EVP and CMO of G6 Hospitality – the owner and operator of Motel 6 and Studio 6 Extended Stay. “We chose Facebook and Pinterest as a complementary strategy – connect to travel advocates through the reach and impact available through Facebook, while capitalizing on the visual impact of Pinterest. We want our contest entrants and fans to really visualize their ‘bucket list’ trips coming to life.”
However, the social journey doesn’t end once the winners are announced. As part of the grand prize, winners will also receive tablets so they can share their adventures while on the road.
“We want our entire social media community to be a part of the winners’ experiences during their trip,” Miceli says. “As the winners share their adventures, our fans and their followers will clearly envision what their own ‘bucket list’ trip would look like and how Motel 6 can make that dream trip a reality.”
Miceli cites top-line growth through market share gains as the prime goal of the campaign and adds that engagement and brand advocacy support this overall mission. In addition, Miceli says the hotel chain aims to use social to learn more about its customers’ travel needs and dream destinations. For example, Motel 6 has invited customers to list their ultimate travel destinations on the company’s Facebook page, which currently has more than 48,000 likes. The company also uses its Facebook page as a customer service tool to answer customer inquiries and direct them to the appropriate source should they wish to file a complaint.
Motel 6 is promoting the contest through online, offline, social and media relations efforts.
