Although business was growing for Hotels.com in 2009, the brand hadn’t fully committed to a robust social media strategy that would add a new source of traffic to their site in the years to come. We were tasked with designing an innovative way of engaging with new customers online, growing our fanbase on social channels to generate new leads, and garnering press to expand impressions and reach for the brand.
We saw an opportunity to leverage and expand upon our existing brand campaign, which featured a series of claymation-animated TV spots, Print and OLA. Through a contest dubbed “Clay Yourself,” we encouraged fans to “audition” for a chance to be a part of the next Hotels.com TV commercial, by creating their own unique claymation avatar at ClayYourself.com.
A robust and engaging microsite offered users thousands of unique combinations to create their own personal claymation avatar, and enter for a chance to be a part of the brands next TV spot. With a voting component baked into the program, users would solicit votes from their Facebook friends and Twitter followers, by easily adding their claymation avatar as their new profile picture.
Within six weeks the brand saw over 1,000,000 site visits, a 100% increase in Facebook followers (in addition to 40,000 clay avatars uploaded to Facebook), over 200,000 contest entries and 1,000,000 votes cast. The site was awarded the FWA Site of the Day award (February 18, 2011) and the contest earned millions of additional impressions for Hotels.com through PR outreach coinciding with the launch of the program and the announcement of the contest winner.