IHG Where Would You Go?
Making IHG famous by giving away free nights at any one of their 4,700 hotels across the world
Project details
Brief
Make IHG famous by increasing memberships
Strategy
Competition to win one of 1,000 free nights at any one of IHG's 4,700 hotels around the world
Implementation
A data capture form presented online and on a secure iPad at train stations around Europe
Deliverables
- Design installation
- freenights.ihg.com
Client
InterContinental Hotels Group
Agency
OgilvyOne WorldWide
Senior Web Developer
Markets
- France
- Germany
- United Kingdom
Audience
- Business travellers
- Frequent travellers
Lifespan
Launched: 01 October 2014
Retired: 01 November 2014
Outcomes
- 30% engagement from non-members
- An average dwell time of 2½ minutes
Key technologies
PHP
Laravel
HTML5 Local Storage
CSS3
Campaign
Physical installation
To increase the number of memberships, InterContinental Hotels Group (IHG) gave away one of 1000 free nights at any one of their hotels worldwide.
Installations were set up at three major train stations in Europe: St. Pancras Station in London, Gare du Nord in Paris and Hauptbahnhof (central station) in Berlin.
These installations were fitted with iPads, allowing members of the public to enter their details without the need for internet access.
At the end of the day, the details would be synchronised to the main server via a RESTful interface.
Artefacts
Interaction
There are two ways to enter the competition - online and at special events around Europe.
Entrants could enter their details on the IHG microsite for their chance to enter the competition.
Once details were provided, 1000 random winners were chosen at the end of the campaign.
Product awareness
Whilst filling in the competition entry form, users could select their dream location which showed how many IHG hotels were located at that location.
Collaborators
Senior Web Developer
Front-end Developer
Quality Assurance
Project Management
Account Manager
Account Executive