In a seasonal whirl of snowmen and candy canes, Best Western is using an online instant-win game to boost brand loyalty and drive online reservations.
The Best Western International’s Winter Windfall game offers people a shot at four prize packages, with a top prize of 1 million Gold Crown Club International points to be used on stays at its hotels worldwide. Other prizes include Best Western Travel Cards, spa packages, electronics and gas cards.
The contest, which runs through Jan. 4, in part is designed to drive traffic to the Web site during the holiday travel season. Players who win a prize package gain a bonus, winning the same prize for a friend.
Best Western estimates approximately 500,000 people have played the game at http://www.bestwestern.com since its launch.
To play, people view a fast-moving box scanning over holiday images like snowmen and candy canes. As the images light up, a player freezes the box by clicking the computer mouse, and winning the prize then indicated.
One person each day will win a $100 Best Western Travel Card, good at more than 4,000 Best Western locations worldwide.
Best Western has built awareness for the promotion through e-mails to its Gold Crown Club loyalty program, with banner ads and on other Web sites.
“We are telling customers at virtually every touch point,” said Dorothy Dowling, Best Western senior vice president of marketing and sales.
Eprize handles the promotion for Best Western.
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