Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 09 November 2023 à 18:00

Finaliste - Best Marketing Operation

ibis

Campaign - SnapTrip – the first real time social series in Europe

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

SnapTrip, a brand-new idea based on a live, social, and mobile program allowing Millennials to discover ibis hotels, thanks to Snapchat app.

SnapTrip, a brand-new idea

SnapTrip, a brand-new idea produced with the melty communication platform, is based on a live, social, mobile program allowing Millennials to discover ibis hotels.

The show stars four young French YouTubers who set out to explore four of Europe's greatest cities: London, Barcelona, Lisboa and Praha (December 2015). Their adventures were broadcast on Snapchat, an instantaneous photo- and video-sharing app for smartphones and tablets, and on the social networks of the four "Snapchatters".

The program represents the very start of the journey: Young people discovering the world, while their safety is ensured thanks to the base camp made up of ibis hotels.

Over three days, four young YouTube stars will explore the ins and outs of a city and share their adventures live on the Snapchat app: their discoveries in the city, interaction with their audiences, laughter and snapshots of their life... The four ambassadors will post the story of their trip on Snapchat.

ibis, The Base Camps

Created in partnership with ibis hotels, the brand is right at the heart of the web series: snaps and live streaming at the hotel, dedicated competitions, quotes in articles and posts, dedicated social media content. It will also be incorporated into all advertising material related to the program and in a dedicated web corner on melty (http://www.melty.fr/snaptrip/).

The First Web Series on Snapchat

At the heart of the program is Snapchat, an app that is extremely popular among young people. In addition to the Snap Stories, the program is also published on other platforms: news published on melty, behind the scenes footage of the trip posted live on Facebook and Twitter, live streaming on YouTube, and so on.

The Stars - The New Generation of YouTubers

The young stars selected are ambassadors of a positive youth and have audiences of committed fans who follow them throughout the program.

ibis Hotels Seeks a New Target Market

Millennials ("Generation Y," aged between 16 and 34 years) are a generation of digital natives - always connected, independent, technology obsessed, demanding and with great purchasing power: a priority target for the hotel industry, particularly for budget hotel brands.

They represent 29% of the French population (15 million individuals). They are the consumers of the future: We need to get to know them today so that we can reach them in 10 years' time.

Snapchat App - A Big Hit with Young People

Social networks are at the heart of the life of Millennials: Young people now know how to control their image and are careful of what they publish, preferring more closed networks such as Snapchat, which has exploded in popularity (thirdsocial network among young people before Twitter).

ibis' First Collaboration with a Start-Up

With more than six million unique visitors a month, melty.fr is the first general news site fully dedicated to young people.

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