| Summary _ The project, Travel Quiz by Citadines, was initiated in September 2011: a fun game giving some information about the brand and residences. With this operation, Citadines also wanted to acquire more awareness and win new clients, to inspire in-house guests to look for clues in the properties and visit them. The game also had an objective in terms of number of Facebook fans (10,000) when launching the new Citadines Europe Facebook page, which would allow Citadines to make posts in French and in English, focused on European properties, in addition to the corporate page in English. Lastly, Citadines wanted to acquire some new contacts to enrich the database. _ Travel Quiz by Citadines was launched on 1 February 2012, until 29 February, in cooperation with the social media agency Armania, with Best, a communication agency, and with a graphic designer having worked with Citadines for years, Anne Jourdain. The operation was a 4-week contest on Facebook, on the web (a minisite) with a mobile version. It was mostly about European Citadines properties and the process was the following: 3 multiple-choice questions asked to players every week, about the brand, the properties, the services offered by Citadines, with 10 points given for each right answer. 20 points gave access to the weekly prize contest (5 prizes including an iPad, a stay at Citadines in Europeƒ), and, in the end of the game, 120 points gave access to the final prize draw with the possibility to win a one week dream stay in Singapore and Kuala Lumpur, in our properties, with plane tickets and spa access offered. Citadines had added a viral marketing tool, offering extra points to people inviting their friends who played. Citadines staff was involved in the creation of the game with a brainstorming where they were all invited, especially to determine the prizes and the questions of the quiz. Some clues were given in the residences, with QR codes, on hidden web pages, on Facebook, Twitter and Foursquare. Citadines also made the game a little more complicated with fake clues. _ The communication was composed of a PR campaign, POS advertising in the residences (window stickers, posters, digital frames at the receptionsƒ), an enewsletter sent to the European Citadines database (180,000 contacts) in French and in English, weekly emailings sent to players and community management during the whole operation on Facebook, Twitter and Foursquare. We also launched a Citadines and Travel Quiz Facebook ads campaign that lasted 6 week, with 18 million people reached. _ The number of Facebook fans of the Citadines Europe Facebook page exceeded all expectations at the end of the game, with 15,000 fans who, in general, did not unsubscribe, as the page still has the same number of followers today. Citadines Europe Twitter account was slower but has 1,200 followers for the time being and Foursquare accounts were quite active during the game (e.g. 373 check-ins at Citadines Prestige Saint-Germain-des-Prés Paris). The results were also very good in terms of number of visits on the Facebook page, on the minisite of the game, with a lot of interactions with our guests and fans._ Please tell us why do you think you should win?_ This project was very innovative, helped Citadines to modernize its communication towards guests and prospects and was very successful, with more than 15,000 fans on the new Citadines Europe Facebook page at the end of the operation. The project was at the same time a game, an opportunity to use different social media and the launch of our Facebook page, the staff being involved in the implementation of the game. |
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