Social Media Marketing

#WhereArtThouDino

To raise awareness for a Las Vegas based luxury property, in targeted drive markets, we partnered with the Hammer Museum in Los Angeles for the Made In L.A. Music series, which coincided with the Hammer’s biennial exhibition featuring works by 35 emerging Los Angeles artists. This gave the property the opportunity to engage with a like-minded audience through meaningful conversations anchoring on art, mixology and music.

The main goal was to encourage social sharing outside of the 4-week engagement, to reach people who were not able to attend the event, as well as spark conversations with those in attendance. While the property is very well-known in Las Vegas, they were looking to raise that profile with frequent visitors to the city through in-person and online interactions.

In-person, this was achieved through the strategic partnership with the Hammer Museum. Online, existing social media channels utilized by the property (particularly Instagram) were activated to work with the campaign. A unique #hashtag, #WhereArtThouDino (a play on the two meanings of the word “art”), was created to launch the campaign.

The Hammer’s proximity to Las Vegas and their customers’ affinity for art and music fit perfectly with the target demographic: a creative and imaginative group that is adventurous and open-minded, interested in the arts and other luxuries. They pursue a life of challenges, seeking novelty or a change of pace, and choose hotels with interesting concepts.


The property caters to this group with readily available art throughout property that guests can touch, sit in and pose with, instead of admiring in a gallery from behind a velvet rope. Two unique concert venues offer an avant-garde twist on the traditional theater or open-air performances overlooking The Strip.

In designing the #WhereArtThouDino campaign, the team wanted to ensure that all offline and online elements worked together. Gold dinosaur swizzle sticks were used to garnish all the cocktails served in bar areas at the Hammer Museum music series, with the featured cocktail named #WhereArtThouDino. Table toppers, brand ambassadors and social posts by both the property and the Hammer Museum explained the campaign, encouraging guests to share a photo of their dinosaur in a creative way, inserting the dinosaur into scenes at the museum and around Los Angeles.

The campaign took place across four Thursdays in July of 2014. Winners were selected and notified via Instagram, where they received a complimentary stay. Secondary prize winners received concert tickets. Outside of the partnership and prize costs, no additional budget was required to execute. Hundreds of organic images were tagged with #WhereArtThouDino on Instagram, plus additional Twitter and Facebook mentions. This exceeded the previous year’s campaign and represented a success by bridging the offline, out-of-market activation to the branded online space. In the end this original content was key to driving engagement.

Launch of Zipcar Local Twitter Accounts

In addition to managing the Zipcar corporate Twitter account and Facebook page, I successfully launched local Twitter accounts and trained marketing managers on social media strategy in multiple regional markets. This included developing cross-promotional, multi-market content calendars and campaigns, as well as developing a customer service protocol for teams to follow.

Tweetathon for MGH and the one hundred

Modeled after the telethon, the Tweetathon uses Twitter to get users to ReTweet a supplied Twitter message that supports the MGH Cancer Research Center through the one hundred, their annual event that honors 100 individuals who have advanced the fight against cancer. Tweets are captured and calculated using a Tweetathon hashtag, #TweetforaCure. Each Tweet represents a micro-donation from a supporting company, so that each little bit of Twitter support builds up to big buzz, event awareness and a larger donation.


InterContinental Hotels Group & Priority Club Rewards

Priority Club Rewards is a loyalty program that provides discounts and offers at all 7 of InterContinental Hotels Group’s brands: Holiday Inn, Holiday Inn Express, InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza, Candlewood Suites and Staybridge Suites. Their “Biggest Free Nights Offer” gave members a chance to earn a free night for every 2 they stayed at any hotel brand or property.

This promotion was bigger and better than anything they had ever done, so we developed a social media element that would help the campaign live longer and larger online. The boards below show a sample of ideas and strategy for the promotion.

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This promotion incorporated online and print advertising, as well as direct mail, email and in-hotel materials. We expanded upon existing marketing efforts to develop a social media campaign in conjunction with PR and blogger outreach. This was followed by a Flickr promotion that was supported by Facebook, Twitter and other social networking sites, as well as blog posts and other user generated content.

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Jeff Beatty

Jeff Beatty (R) ran against John Kerry (D), a well-known incumbent, in the 2008 Massachusetts Senate election. He lost, but secured 33% of the vote, a huge accomplishment for a virtual unknown against a career politician with 24 years in the Senate. Beatty’s strong showing was largely attributed to his grassroots campaign approach and embrace of social media. This social media marketing campaign was a full-service, integrated approach that placed me behind the scenes, as Beatty’s online voice.

At the end of the campaign, Beatty had nearly 1500 Facebook “fans” on his page, about half that of Kerry. This campaign launched at the same time that Facebook debuted brand pages, making him one of the first politicians to use Facebook pages. Coupled with winning one third of the vote, this campaign was much more successful than imagined or expected, despite his ultimate loss.

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