Spring '12 Brand

February 5-8, 2012 | Bonita Springs, Florida

DoubleTree by Hilton Cookie CAREavan Tour - Social Media Campaign

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In celebration of the 25th Anniversary of the hotelier's signature chocolate chip cookie, DoubleTree by Hilton launched the nationwide "Cookie CAREavan Tour," a mobile food truck campaign in May 2011, that completed a 15,000-mile, 50-city tour that shared more than 265,000 of their legendary chocolate chip cookies.

In celebration of the 25th Anniversary of the hotelier's signature chocolate chip cookie, DoubleTree by Hilton launched the nationwide "Cookie CAREavan Tour," a mobile food truck campaign in May 2011, that completed a 15,000-mile, 50-city tour that shared more than 265,000 of their legendary chocolate chip cookies. The nationwide tour was driven by a multi-platform social media campaign that included Twitter, TopGuest, Foursquare, YouTube and Facebook, which served as the hub for all tour related content. The DoubleTree by Hilton Facebook page featured a real-time map of where the truck was located, sweepstakes entry form for free hotel stays, photos, videos, and Twitter-stream with relevant tweets. As a result, the DoubleTree by Hilton Facebook page saw a 120% increase in new likes, more than 22 million total impressions on Twitter and a significant increase in comprehensive online engagement for the brand.