Pinterest Contest Case Study: Driving Traffic and Engagement for Hotel Monteleone
The “Pin It to Win It” style contest was based around fans creating a Pinterest Board called “Take Me to NOLA” to win airfare to and from New Orleans, a two-night stay in a Hotel Monteleone suite, two welcome cocktails in the famous Carousel Bar and dinner for two at Criollo Restaurant and Lounge.
On the board they pinned images to display what their ideal trip to New Orleans would be. Users pinned images of Hotel Monteleone and other New Orleans cultural attractions, further increasing Hotel Monteleone’s brand awareness, while unifying all posts with the hashtags #hotelmonteleone and #takemetonola.
The contest lived on the Hotel Monteleone website and was based through Pinterest. It was also supported through Hotel Monteleone’s additional social media channels.
Pinterest: An Obvious Fit for Hotel Monteleone
- Top areas of the country for Pinterest users are in the East South Central region (Mississippi, Alabama, Kentucky, Tennessee), which is also Hotel Monteleone’s most successful drive market demographic.
- Pinterest accounts for 3.6 percent of referral traffic, while Twitter barely edged ahead of the newcomer, accounting for 3.62 percent. In July 2011, Pinterest accounted for just 0.17 percent of referral traffic, proving the site’s blockbuster growth.
- Summer months are historically slow for tourism in New Orleans, and inexpensive marketing options that drive engagement are a necessary lift.
- Online shoppers who use Pinterest are more likely to report engaging with retailers or brands than their Facebook-using counterparts (55% v. 48%)
Digital Marketing Goals
FSC Interactive leveraged the pinboard-style, image-based channel to not only increase Hotel Monteleone’s Pinterest community while increasing traffic to the website but also to showcase the hotel as a leader in the social media world.
Digital Marketing Results
When all was said and done, the campaign resulted in 174 boards submitted, 529+ clicks to the contest from social media, 900+ votes on “Top 5 Boards” and 175 new followers.
Contact us for a free consultation today and see what FSC Interactive can do for your digital marketing strategy!