Best Use of a Promoted Tweet, Promoted Trend, or Promoted Account

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5th Annual Shorty Industry Awards Nominee

DoubleTree by Hilton - #DoubleTreeTaxi Twitter Campaign

Produced by:

DoubleTree by Hilton

Date submitted:

Feb. 21, 2013


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About this entry

To help grow engagement for DoubleTree by Hilton with their UK audience as well as encourage interaction with the newly branded DoubleTree by Hilton taxis in London, the brand ran a campaign with Twitter combining Promoted Trend and Promoted Tweets specifically targeted to the UK. The goals for this campaign were to increase the audience in the UK for the @DoubleTree account and promote the #DoubleTreeTaxi campaign asking consumers to snap a picture of a DoubleTree branded taxi when they see one, tag #DoubleTreeTaxi and fill out the contest entry form.

The case for why this entry should win a Shorty

This was a unique promotion that combined out-of-home media (taxi wraps) with social media in an engaging way. Took something iconic and memorable to the market, the London taxis, and integrated social interaction to create awareness for the DoubleTree by Hilton hotels in the UK market.

By utilizing a combination of Promoted Trend and Promoted Tweet ad spend on Twitter, DoubleTree by Hilton achieved the following results:

Promoted Trend:
• Account Mentions – 2x the norm (84 vs. 39)
• Account Follows – 3x the norm (129 new followers vs. avg of 50)
• #DoubleTreeTaxi Tweets - 255 tweets used the hashtag the day of the trend
• Engagement – 37.9% (UK avg 11.6%)

Promoted Tweet:
Compared performance to another DoubleTree by Hilton Twitter campaign that was in market during the same time frame.
• Impressions - 605,191 (36% higher)
• Clicks - 12,706 (72% higher)
• Retweets - 68 (48% higher)
• Replies - 22 (88% less)
• Engagement - 2.11% (2x higher)
• Mentions: over 350 mentions of #DoubleTreeTaxi

The mentions of the #DoubleTreeTaxi promoted trend grew steadily from 6am, peaked at 4pm and dropped off after 10pm and mentions for @DoubleTree were strong during the day, peaking at 6pm.

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