In a move to broaden its social presence, Alamo Rent A Car has launched a campaign timed for the start of the vacation season focused around a series of highly shareable family games.
The Games 2 Go campaign, which went live on June 20, lets users play four different games using photos or videos that can be shared over social media. The games seek to highlight the leisure and fun of summer travel and in particular are aimed to reach "Chief Executive Moms" who usually plan the family vacation, according to Meghan Maguire, Alamo's brand publicity manager.
"Our target demographic is active on social media platforms. Mom is doing the planning and also posting vacation pictures on Facebook, Twitter, Instagram, and Vine," says Maguire. The games can be shared over all those platforms.
While kids on a car trip may spend more time staring into mobile devices these days than playing "eye spy with my little eye," these social games are designed to support family togetherness. Alamoding lets users snap and tweet their family's best driving poses; Snapfamily asks them to snap family portraits either in a real vacation setting or, for armchair travelers, in front of a backdrop from Alamo's vacation backgrounds list; Alamovie uses Vine or another video app of the user's choice to shoot and upload six-second vacation videos; and Pixpursuits sends them on a photo-based scavenger hunt. Once an item is found it should be shared and the image tagged with #AlamoGames2Go. The photos and videos can also be posted from mobile devices, so they can be shared while the family is on the road.
Taking these actions daily also enters participants who fill out a special form in a weekly sweepstakes, where they can win packages of prizes including a "City Kit," a "Theme Park Kit," and a "Beach Kit," as well as a grand prize of $5,000 that will be awarded in mid-September.
Maguire says the company, which worked with agency 360i to develop the campaign, sees it as an opportunity to expand Alamo's social media presence as well as to heighten brand awareness. "It will be interesting to see the response across the different platforms," she says, noting that until now, Alamo mainly focused its social media activities on its Facebook page.
She says the reaction to the campaign will guide whether the car rental company expands onto these platforms more fully. Alamo also made its first foray into Pinterest earlier this year, asking users to pin their #AlamoHappyPlace for the chance to win prizes.
One interesting part of the campaign strategy is a concerted effort to work with Mom and family influencers/bloggers to increase participation. That includes partnerships with A Nut in a Nutshell, Sassy Mama in LA, The Rebel Chick, The Divine Miss Mommy, Mommy Musings, She Scribes, 2 Wired 2 Tired, and Dear Crissy. The company is also working with four influencers who have a strong social following to host an exclusive contest that motivates readers to create content, as well as four "vacation city moms" to act as Games 2 Go representatives for their hometown vacation-destination cities.
In exchange for their efforts, Alamo gave the influencers early access to the games and a vacation travel kit, which included a few goodies to take on the road for their summer travel.
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Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.
March 19, 2014