DDIH Team Wi-Fi Session

By Emilie NicolasNovember, 10th 2011

The Aim

• Gathering for Sharing !• Each Thursday DDIH Team meets up in a different

place of Paris with a free Wi-Fi access.• We share about the thrilling digital tools and

platforms we recently found while working for the company.

• We try to find ideas about how to use them for hotels, or simple get inspired for the upcoming digital marketing campaigns.

The Selected Place

Bastille Place

Bastille – Le rempart CaféMost of our discussions were about mobile applications using Augmented Reality.

On your MAC, Steady, GO !

Laptops, Smartphones, Tablets… everything is allowed !

The main objective: getting inspired for hotel digital marketing solutions!

Liz

LarissaEeling

Chanel – Allure Homme Sport App

Throw The Boomerang

The app’s function: playing boomerang on Iphone/ipod touch and share the score with friends on Facebook – launched on June, 1st 2011.

Chanel’s aim: - creating a unique experience for iphone/ipod users - turning users into customers, increasing “like” on Facebook - showing originality and differentiating from competitors

- promoting the Allure Homme Sport Perfume

An amusing game – adapted to clients:-Technic (AR*) +-Challenge

*AR: Augmented Reality

Amusement - adapted to the summer season

Interactivity on Facebook

= an effective web-marketing campaign

Lancôme – Make Up App

The app’s function: turning your iPod, iPhone or iPad into a virtual make up palette and an everyday beauty companion – launched on december, 19th 2010

Lancôme’s aim:-Providing users with a real make up assistant-Making it look like a service instead of a sale-Turning users into customers-Showing originality and differentiating from competitors-Promoting beauty products

1- Create looks using Lancôme products and get precise and realistic rendering.

An entertaining game – adapted to clients:-Technic (AR) +-Entertainment

2- Benefit from Lancôme’s beauty expertise with the latest diagnostics

3- Get beauty tips from our talented international make-up experts

Entertainment - adapted to the festive season

4- Get the latest news from Lancôme and get information on our major make up products.

Interactivity - share info and virtual maked-up face to friends on Facebook

= An effective web-marketing campaign

Marketing Impact on Facebook

Chanel Allure Homme Sport App

Lancôme Make-Up App

Starbucks – Holiday Cup

The app’s function: let customers animate their coffee cups with their smartphones.

Starbucks’ aim:-Providing users with an amusing game-Surprising + Delighting consumers = Attracting new customers-Showing originality and differentiating from competitors-Promoting their products

An amusing game – adapted to clients:-Technic (AR) +-Entertainment : interacting with 5 characters

Amusement - adapted to the winter season+Contest – Activating the all 5 characters and win a prize

Interactivity – share your results with friends on Facebook

= An effective web-marketing campaign

To keep in mind…

The secret of an effective web-marketing campaign:- be original to surprise loyal and potential customers- be creative: set up a challenge, a contest or an entertaining game to delight users- use different digital tools: Augmented reality, mobile app, social media- make it simple and adapted to your clients and to the season- make users win a prize – if possible

We also shared about Google +

Google + is obviously making too many changes at the same time, however hotels will have to adapt:-Creating a page will improve their visibility on Google Search Engine: through Direct Connect (ex: +CitizenM hotels)-Highlighting the hotel’s physical location-Separating customers circles from their other business circles-Separating contests/promotions from their brand page-Promoting their page on their blog and website to create a community of engaging people-Posting a lot of photos : google is adding +1 button to images – with the ability to see which pictures your facebook friends liked-And so on…

Follow @oneglobeddih to get more info about Google+ Brand Page in the weeks coming… !