HomeAway

Solution:
- social publishing
Industry:
- brands

HomeAway and Publicis developed a Super Bowl ad around the theme of “hotel horror stories” and supplemented the television ad with online and social web components to extend the value of the 30-second TV teaser. KIT digital was selected to power the social video components of the campaign’s Hotel Hell Vacation branded microsite, which included video clips that users could comment on, rate, and share on Facebook and Twitter. To encourage viewer contribution, HomeAway and Publicis also decided to use KIT’s moderated UGC capabilities for consumers to share their hotel horror stories in the form of text, photo, or video. Participants had the chance to win one of four $10,000 family vacations at a HomeAway vacation rental.