Bilderberg is a Dutch hotel enterprise which has been around for more than a 100 years. Icemedia developed an activation campaign for Bilderberg to create brand awareness and to attract visitors to the website.
CAMPAIGN
Bilderberg wanted to become more known to the public, so Icemedia and Bilderberg thought up a new campaign: Bilderberg Next Campaign Model. It’s actually a contest. Users can create their own Bilderberg advertisement and enter the contest with it.
How does it work?
Users can go to the website and create their own Bilderberg advertisement. They can upload a photo and enter a quote, thus creating their own Bilderberg ad. Their ad is placed in the gallery and they can then get other people to vote on their picture. The top five advertisements voted on will be reviewed by Bilderberg and one winner will be chosen. The winner of this contest wins one full year of free stays at any Bilderberg hotel and he or she can also choose to become Bilderberg’s next campaign model: he or she will be featured in the Bilderberg ads for next year!
Users can also send a personalized e-card to their friends and post the contest on various social media websites like Facebook, Hyves and Twitter.
OBJECTIVES AND TARGET GROUP
• Target group: Male/female, 12 years and up • Attract visitors to Bilderberg.nl • Stimulate sales • Stimulate word of mouth • Generate data and create a fan base
