Doubletree Little Things Social Campaign

SoHo awards: DoubleTree wins best integrated digital campaign FacebookTweetLinkedInEmailShareThis Comment email editors Print By Nathan Greenhalgh on 10/22/2013 Hilton Worldwide’s brand DoubleTree by Hilton won the 2013 Social Hotel Award for best integrated digital campaign, brand. To see all the Social Hotel Award winners, click here to go to the winners index or click here to read about them in the October digital edition of HOTELS Magazine. The Little Things Project Tour and supporting social media campaign revolved around the message, “At DoubleTree by Hilton, the little things mean everything.” From May 2012 to November 2012 the campaign bridged the digital and physical world with the Swarm Car that asked travelers to send requests to DoubleTree’s Twitter account with the hashtag #LittleThings. There also was a traveling pop-up event marked by the “Tell Me Tree.” Bloggers and consumers were targeted for outreach via frequent Twitter and Facebook updates. The campaign included local deals, free Wi-Fi, device charging stations, instant-win cards promoting the Facebook sweepstakes and free chocolate chip cookies to drive enrollment in Hilton Worldwide’s HHonors loyalty program. DoubleTree by Hilton said it exceeded by a multiple of three its goal for new Twitter followers, by 2.5 its goal for Facebook followers, by tenfold its goal for sweepstakes entrants and by three times its goal for HHonors enrollments. Three thousand “little things” requests were distributed at each of the markets the campaign visited, and the campaign was extensively covered by U.S. consumer media