LinkedIn
Presented by: Patrick Crane, VP, marketing
LinkedIn is a 6-year-old site with 46 million members around the world in 170 industries. It's used by executives from top companies who create professional profiles to connect with other professionals to solve a variety of professional problems.
A recent Courtyard by Marriott campaign, which ran from June 15 to June 30, featured a placement poll and a customized application. The poll, which appeared in 300 x 250 units throughout the site, asked a variety of travel-related questions, such as, "How important is free internet access when you're traveling?" and "What is the most important factor when dining while traveling?" The first question was directly related to Courtyard's offering of free Wi-Fi service for guests.
Members took the poll and commented on it; we received 2,564 responses and 74 comments.
Courtyard also sponsored TripIt, a new travel application that lets users see when and where their LinkedIn network is traveling.
The placement poll is a compelling part of the program because LinkedIn members love to take polls and comment on why they answer questions. The poll covered most of the things they associate with business travel, and after they took the poll they could go to the results page to see the votes and leave comments.
Courtyard used the poll to target road warriors and encourage them to stay at Courtyard because it's easier and offers free Wi-Fi service.
For Courtyard, not only did users engage with the brand, they learned some important aspects of staying at the Marriott hotels. With the poll, professional self expression went viral, and the poll results page became a network update on everyone users are connected with.
Ken Liebeskind is a freelance reporter and copywriter who specializes in digital advertising.
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