Radisson Hotels part of the Rezidor Group and Carlson Hotels are going through a major facelift recently. Not only on the management front (Hubert Joly became CEO of Carlson Hotels, Jacques Dubois is now COO of Rezidor ...) but also on the online experience (their website has changed a lot last time I checked).
What is more inventive is this short film that was published on different video sharing sites in early June announcing the fantastic promotional campaign "Friday is Freeday". That's right you can stay for free on Friday in Radisson Hotels this summer if you stay Saturday or Thursday as well.
To promote this campaign, a 7'30 film has been created called "Freddy Frees Friday". A microsite has also been launched for the occasion.
The question is does this activity has been successful in terms of visibility and viewership.
Did Radisson make some return of investment with the production of the movies vs. awareness of the promo campaign?
Clearly, Radisson has been advised to distribute the video everywhere. The film and the "behind the scenes" video are available on YouTube, Dailymotion, Vimeo, Viddler and Metacafe (maybe more).
If you cumulate the number of impressions - meaning each time a visitor clicks on the video, not necessarily views the whole movie - the film has received 2,900 impressions within 2 months.
Dailymotion ==> 10 views
YouTube ==> 568 views
Vimeo ==> 2323 views
Viddler ==> 1 view
Metacafe ==> 2 views
Clearly 2 distribution channels are better than others. I am even surprised to see Vimeo clearly a big winner for the promo video. But as a whole, I believe these results are disappointing for the Radisson marketing team. When you are such an International brand, you would expect much more viewership, especially with such a professional film.
So what did the marketing team miss? Any ideas? (I will try to get Radisson giving their analysis on the comment box)
In the meantime please vote.
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