Even a small website like this uses cookies to give you the best possible browsing experience. By continuing, you agree to the Cookie Policy.

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

  1. Business travellers
  2. Frequent travellers

Lifespan

Launch: 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

  • Bashkim Isai
    Senior Web Developer
  • Charlie Francis
    Front-end Developer
  • Alex Skeith
    Quality Assurance
  • Francois Camilleri
    Project Management
  • Marcus de Pfeiffer-Key
    Account Manager
  • Mathew Hanson
    Account Executive