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Snapshot online promotional campaigns
Marriott International, Inc.
Marriott launched a number of new site features on Marriott.com but customer awareness and use was low because the features weren't immediately visible on the home page. So the hotel chain retained Don Jagoda Associates to create a promotion to increase customer interaction.
The "Marriott Plan & Go Anywhere Game" offered customers an opportunity to win a trip for two anywhere worldwide -- one of more than 1,750 instant-win prizes. Customers had to first register for the promotion and answer a question about one of the new Marriott.com site features, at which point they would find out whether they won an instant-win prize and receive a sweepstakes entry.
The target audience was U.S./Canadian visitors to the Marriott.com homepage. The six-week promotion received 196,944 registrations; total game plays were 537,354; 873,000 sweepstakes entries were received.
Each registered participant played the game about three times. Another key objective was to increase customer trial of the new features -- visitors to the promotion were 70 to 95 percent more likely to interact with these new features in the same session than the average site visitor.
WKRN-TV
The Nashville ABC affiliate wanted to capitalize on the 32 College Bowl games held last year and launched an online contest called "College Bowl Frenzy." The key goal was to increase page views and unique visitors to WKRN's website. Participants had to select which college team they thought would win each game.
The contest offered 15-second promotions on the site before running news and weather clips; promotions included spots by KFC and RJ Young, who were presenting sponsors. WKRN sports reporters also participated in the contest.
According to WKRN Internet Sales Manager Jamie Camp, enrollment was about 50/50 between males and females because it wasn't really necessary to have much knowledge of the specific Bowl game.
"You could flip a coin to determine who you thought would win," says Camp.
Camp added that WKRN.com averaged 16,000 page views for the 1,000 College Bowl Frenzy participants, about 16 views per player per day. The promotion also put the TV station in touch with contest participants "on a more personal level" and Camp now hopes to "build equity" with them for future online endeavors.