and drove nearly 400K social impressions

When travelers think of DoubleTree by Hilton, one of the first images that pops to mind is the warm chocolate chip cookies the hotel offers for free to its guests. The service, core to DoubleTree’s identity — it even has its own website page — is now being brought to life in new ways to meet the heavy demands of multichannel marketing.

This fall, the brand launched an ongoing campaign spanning digital and social media channels, as well as out-of-home activations and live events in cities including Malibu, Boston and Washington, DC. The idea driving “Your Warm Cookie Awaits” and the #SweetWelcome contest, according to DoubleTree’s Vice President of Global Brand Marketing Stuart Foster, was to help spread the hotel’s dedication to providing warmth and hospitality well past the check-in desk.

Read more here.

What It Means:

DoubleTree capitalized the popularity of their cookies and created a campaign where the cookie is the star. They developed a social contest, a gamified "Catch a Cookie" contest, that drew "5,500 entries, exceeding the brand's expectations by 83%. Three of the live events also generated 44,000 Instagram Stories views, 398,641 social impressions and 5,428 total engagements via real-time posting, with plans to extend the tour into 2018." This was only weeks after the campaign's launch.