Hilton Hotels has taken a clever approach to content marketing with its “vacationitis” microsite.
Targeting the overworked, stressed-out, in-need-of-a-vacation set (any of those in the PR world?), the company created an “Urgent Vacation Care Center” to diagnose your problem. It even partnered with The Onion to create illustrations depicting the 14 symptoms of vacationitis.
This affliction, of course, is cured by a vacation, and that’s where Hilton comes in with the solution.
How has it been working so far? Bulldog Reporter shared some of the numbers, which include 100+ media mentions in North America, U.K. and Latin America. Facebook page likes doubled to more than 1 million in four months. The brand added 7,000 newsletter subscribers, saw 50,000 visits to the microsite and garnered 18,000 entries into its sweepstakes.
In addition to the microsite, Hilton set up a pop-up stunt in London on the dreaded January "Blue Monday," in which models in swimsuits brought a little summer to the winter. It also had folks driving around a "Vacation Ambulance" in the United States in United Kingdom.
Highly sharable, humorous content delivered at the right time (winter; the site launched in late 2013) seems to be a recipe for content marketing success.
Targeting the overworked, stressed-out, in-need-of-a-vacation set (any of those in the PR world?), the company created an “Urgent Vacation Care Center” to diagnose your problem. It even partnered with The Onion to create illustrations depicting the 14 symptoms of vacationitis.
This affliction, of course, is cured by a vacation, and that’s where Hilton comes in with the solution.
How has it been working so far? Bulldog Reporter shared some of the numbers, which include 100+ media mentions in North America, U.K. and Latin America. Facebook page likes doubled to more than 1 million in four months. The brand added 7,000 newsletter subscribers, saw 50,000 visits to the microsite and garnered 18,000 entries into its sweepstakes.
In addition to the microsite, Hilton set up a pop-up stunt in London on the dreaded January "Blue Monday," in which models in swimsuits brought a little summer to the winter. It also had folks driving around a "Vacation Ambulance" in the United States in United Kingdom.
Highly sharable, humorous content delivered at the right time (winter; the site launched in late 2013) seems to be a recipe for content marketing success.
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