2016 Social Media Awards: Snapchat | Marketing Campaign

Winner: Hyatt Hotels - It's Good Not To Be Home

In 2015, the Hyatt Regency brand launched its largest-ever integrated marketing campaign, aiming to increase brand awareness and trial.

The campaign was based off of a core insight the Hyatt Regency brand heard from travelers that sometimes, it’s good not to be home. For instance, when you’re not home, you can enjoy room service, sleep sideways or with a ton of extra pillows, toss clothes on a bedside chair, and meet new people.

As Snapchat has grown, the Hyatt Regency brand’s “It’s Good Not to Be Home” campaign offered an ideal opportunity to use the platform to help the brand reach its objectives.

Custom Hyatt Regency-branded filters were built to showcase some of the many reasons why “it’s good not to be home” and allowed guests to overlay these filters to the content they were sharing with their networks through Snapchat. This offered an opportunity to engage the brand’s target, socially active guests, while at a Hyatt Regency location.

Tapping into Snapchat’s new geofilter technology gave guests across the U.S., Canada and UK the ability to apply a Hyatt Regency-branded filter to any snaps taken from within the parameters of Hyatt Regency hotels and resorts.

Seven different filters were created—one offered to travelers for each day of the week—that celebrated reasons why it’s good not to be home. For example, Monday followed a “Motivational Monday” theme (New Week, New Goals) and Wednesday prompted the “Out of Office” hump day camel where new inspiration is found.

The filters were available to guests from October 15, 2015 through January 15, 2016. As of early December 2015, approximately halfway through the three-month run period, the results had exceeded Hyatt’s expectations.

For example, as of December 3, more than 45,000 Hyatt Regency branded filters were added by guests to the snaps that they sent to their friends. And, of those snaps, nearly 1.5 million Snapchat users have seen them.

Honorable Mention:

  • West Virginia University - WVU engages with prospective students using Snapchat