During the vacation period, Mercure wanted to be active on social media and produce great content. But above all, the company wanted to boost audience engagement on a number of channels. The solution? A summery online contest, with a three-night stay in a four star hotel for two people up for grabs. From the creation of a website to a dedicated hashtag, paid and owned media, Brainsonic and Infoflash got their creative juices flowing to engage participants.

Using the hashtag #mercuresummer, members of Mercure’s online community were invited to publish their own holiday photo albums on Facebook, Twitter and Instagram. These interactive photo albums were published on a website created especially for the occasion.

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This social media strategy proved highly effective, with 401 accounts being created, over 2,200 pieces of content (photos/videos) being shared and each album containing at least 12 photos.