Context

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The Accorhotels club is the loyalty program of the Accor Group. Carriers of the loyalty card benefit from points awarded for their stay in hotels which are part of the group. These points can be converted into nights in hotels.

How can you use the Facebook platform to generate the maximum organic traction for this loyalty program?

Our idea

Create an application with the simple promise of "Check-in, Play and Win" allowing the user to "Check-in" on Facebook at Accor Group hotels, giving them systematic, supplementary, organic visibility, while also rewarding the user for doing so.

The process

Start from one simple usage - Facebook Check-ins - and create an application surrounding it, taking the essential codes from social networks (newsfeed, friends) and gamifying them.

Production

A multi-support and multi-platform experience to respond to all the needs of mobility.

The application was rolled out on all the key platforms in response to the flexible needs of Club Accorhotels members: iOS Mobile, iOS Tablet, Android Tablet, Web Mobile and Web Tablet.

Ergonomics / Human Engineering

The experience was carefully adapted to each format (mobile, desktop or tablet) in a way that finds the best compromise between immersion, optimisation and marketing efficiency.

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Gamification, badges and gratification

As the users check in with the application, they win themed badges. These badges materialize the rewards attributed to the users according to their involvement.

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Pilot of the application via a dedicated administration interface

A back office administration team was specifically conceived to allow more than 50 customer service operators to manage and follow user check-ins in real time, attributing badges and points to winners.

This back office also makes it possible to: freely create new themed badges in accordance with the complex management rules, update the base of 3,500 hotels concerned with the program, send direct marketing pushes to users, and follow the application's performances.

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Community Management

Editorial content to boost visibility

To increase the application's distribution and generate the maximum leads, a combination of Community Management and Facebook Media Campaign were deployed on Facebook for the entirety of the operation.

To publicize the application, we built an editorial plan specific to social media, revolving around several subjects: learning the application, diversifying badges and offering the possibility of benefiting from it with your friends.

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Our expertise

The impacts

  • 40,000

    active users

  • 100,000

    check-ins

  • 1,000,000

    reactions in the newsfeed

This initiative's convenience, usage and uniqueness constitute a key competitive advantage in the hospitality market. It takes advantage of the potential visibility that Facebook offers through its technology and also has an addictive nature for its users. Simply put, it's a very virtuous model.