Sep 22, 2008 12:31 PM

#16. Best Loyalty Program

Detox Seattle
Agency: A Squared Group
Client: Method
See Category #2

TripRewards Mystery Hot Spot
Agency: Campbell-Ewald
Client: Wyndham Worldwide

TripRewards, a Wyndham hotel loyalty program with 7 million active members, wanted to brand itself as a “different” frequent guest program to attract customers who were less likely to join or take active part in loyalty programs. TripRewards used the summer promotion platform to communicate its unique role while boosting hotel-stay volumes with a multi-level prize sweepstakes and an instant win game. A newly redesigned Web site at www.triprewards.com/mystery also offered new user-generated content opportunities, with a way for users to tell each other about their favorite mystery hot spots and a gallery in which to vote for “real” or “fake” hot spots. A coupon book given to guests at check-in extended $300 in national coupon offers, along with a value message, thus rewarding customers immediately for their stay. Online and offline media promoted the campaign, and the monthly e-mail newsletter, member activity statements and branded hotel communications all incorporated Mystery Hot Spot messages. The sweepstakes received more than 120,000 unique registrations (average 1,000 daily), and about 145 registrants opted to join TripRewards. The instant-win game received more than 719,000 plays (average, six plays per registrant), while more than 1,400 user-content submissions were received. All told, the Web site saw about 1,000 new visitors and 4,000 repeat ones per day, with an average session visit of 12 minutes and a typical five visits during the campaign.

Listen Up
Agency: Draftfcb
Client: MilkPEP
See Category #15

Charmin NYC Restroom Experience
Agency: Gigunda Group, Inc.
Client: Procter & Gamble
See Category #14

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