Marriott International brand Fairfield Inn & Suites won HOTELS’ 2014 Social Hotel Award for Best Facebook Promotion, Brand.
For the third straight year, HOTELS is honoring the best of social media in the hotel industry with the Social Hotel Awards. The awards are presented in seven categories ranging from Best Facebook Page to Best Digital Video Campaign, and for each category, both a brand and a property are honored. In 2014, HOTELS received more than 250 global entries for the awards, which were chosen by a panel of social media experts and the staff editors of HOTELS.
Fairfield targeted altruistic-minded Millennials with a campaign that let users design a virtual Habitat for Humanity house and make a US$10 donation to Habitat for Humanity on their behalf for each house they built.
After building their home, users had the opportunity to share their creation and contribution with their social networks. To encourage competition, participants could view a map and see which U.S. areas were most actively helping donate to Habitat for Humanity. They were then able to encourage their friends to participate.
Fairfield gained 186,890 new Facebook fans, and The Habitat for Humanity social campaign saw 29,859 houses built. A US$50,000 donation goal was achieved 18 days into the 75-day campaign, and 53% of homebuilders shared their virtual houses and charitable contribution with their Facebook network.
For a complete list of the 2014 winners as well as a rundown of the judges, see the October issue of HOTELS.