TownePlace Suite's Make-A-Bed program is a cause marketing promotion that aims to reward consumer engagement with donations to the American Red Cross Disaster Relief. In addition, participants can win a grand prize free extended stay at TownePlace Suites.
I've been honored to support this effort strategically and I'm really proud of what we've come up with. One of my main tasks was to determine our conversation strategy. Because we are giving away Flip Cameras as secondary prizes, I recommended that Flip Cam video interviews with the ARC be a part of our wall strategy. As is the case with many social media campaigns, we were working on a limited budget and the Flip interviews were a great way to develop compelling content on-the-fly. Justification for shooting on the Flip Cam was essentially that while the production value may not be at the level of traditional marketing and advertising, Flip interviews speak in a uniquely social voice and humanize both the partnership with the Red Cross and also the prize that is being given away.
I think our effort with the Flip Cam interviews speaks to a larger trend in our industry around the need to spark 2-way conversations between brands and consumers. The quick video interview is effective at sparking conversations through taped conversation. We've seen some great comments on our Flip Cam videos and I'm hopeful that marketers will begin to see that in "always-on" social channels, on-the-fly efforts are often appreciated by fans and followers when they are posted.
Go to www.facebook.com/makeabed to help support the program give up to $50,000 to the American Red Cross. Every click on the Make-A-Bed tab helps TPS donate 2 dollars to the ARC. "You Click - We Donate."
Check out causemarketing.biz to see a full interview with Marriott's head of public relations about the TownePlace Suites Make-A-Bed program.
Below are 2 of the Make-A-Bed Flip Cam interview videos: