As it looked ahead to another busy summer season, Hampton by Hilton wanted to connect with travelers in an authentic way.
But Hampton wasn’t interested in something manufactured and overly aspirational – they knew inauthenticity wouldn’t resonate with a customers base that who actually prefers ads that reflect the life they have now.
Instead, Hampton wanted to create a campaign that was based on exactly the type of relatable travel instances that represent their travelers’ real lives. These so-called “obli-cations” include: visiting relatives, meeting with clients, and traveling for their kids’ sports tournaments, among others.
Enter Second City Works.
In partnership with rbb Communications, SCW helped increase brand awareness and drive consideration by make making these real-life travel scenarios come to life – all in a way that encapsulated the friendly, authentic and inclusive spirit of the Hampton brand, SCW set up shop at an actual Hampton location in downtown Chicago.
“The Real Travel Comedy Hour-ish” was a—you guessed it—hour’ish showcase of customized scripted material and comedic improvisation, all shot in an actual Hampton location, and all streamed live on Facebook.
The engaging and shareable customized sketches allowed Hampton to demonstrate its understanding and appreciation of its frequent travelers wants and needs, as well as the nuances of their travel experiences.
In addition, Hampton was also able to socialize key messages about its signature features and amenities, like Hampton’s On the Run™ Breakfast Bags, the 100% Hampton Guarantee, and its free, hot breakfast served daily.
The improv portions, with suggestions generated directly from Facebook viewers, allowed the brand to connect and interact in real-time with its consumers, wowing the engaged audience and driving their sustained engagement participation with the programming.
The results? Nearly 1 million views and over 3.5 million impressions for the Hampton brand.
And a prestigious Telly Silver Award for Second City Works!