Recognizing this year’s loyalty by celebrating next year’s adventure
The Attention Deficit
Every brand has an end-of-year initiative, but few stand out. Consumers are bombarded with message after message as brands fight for their attention. IHG One Rewards, IHG Hotels & Resorts’ loyalty program, wanted to break through the noise and engage loyal customers in a way that actually meant something.
Creating Engagement
Hothouse created Happy Next Year, a recognition platform that culminates in a huge online end-of-year party everyone can look forward to. For five straight days, we introduced Happy Next Year on Instagram to turn our gratitude into rewards for loyal members. Each day introduced a well-loved theme and highlighted how IHG and its members showed up together. The comments section lit up as members were asked to engage with prompts or respond to native tools within the platform. For select engaged members, @IHGOneRewards slid into DMs with a Surprise & Delight that connected back to each days’ theme.
Impact
Over the course of the week, the team completed hundreds of Surprise & Delights, awarding travel kit redemptions, IHG One Rewards point vouchers, food and beverage vouchers and tickets to partnership events (MLS, EPCR, Gov Ball, Wilderness). For the brand, Happy Next Year generated the most likes and comments on @IHGOneRewards in its history, racking up the impressions and increasing new followers for the brand’s Instagram account.
