Freddy Video Anchors Radisson Promotion

freddy_drawing

Fast Horse develops the Friday Is Freeday campaign to spread the word about a Radisson summer promotion. The centerpiece is a short film we wrote, shot and produced. We delivered the brand’s key messages by engaging consumers with an interactive micro-site, media and blogger relations, social media activation and branded content.

Engaging Content Sells
freddy-drawing3Created by Fast Horse, the short film “Freddy Frees Friday” focuses on Freddy, an 8-year-old boy obsessed with superheros. An empathetic Radisson desk clerk inspires the boy to transform himself into Fantastic Freddy — and turn Fridays into “Freedays” all summer long. The film engaged consumers online and served as a unique news hook for telling the story of the promotion through media and bloggers. Short “person-on-the-street” video vignettes featuring Freddy continued to create fresh content on the Friday Is Freeday micro-site and provide additional incentive for media and bloggers to mention the promotion throughout the summer.

Microsite Keeps ‘Em Coming Back For More
A micro-site, FridayIsFreeday.com, was developed to support Radisson’s free Fridays summer promotion. In addition to offering an easy room search and booking tool, the site offered a collection of time- and money-saving travel tips, and gave visitors a chance to enter a sweepstakes to win free Fridays for a year.

freddy-drawing2
Social Media Outreach Sparks Momentum
Aggressive media and blogger relations efforts launched Friday Is Freeday and kept details of promotion in the news during the key summer sales period. The short film and video vignettes were sent to dozens of major video-sharing sites, and details about the promotion and video series were distributed through Twitter and Facebook.

Superhero And Super Results
Friday Is Freeday was the subject of continual coverage and online chatter, including traditional media coverage outlets with a total reach of 69.5 million and on websites with a cumulative monthly audience of 35 million.
freddy-drawing4

  • In first 30 days of the campaign, the Friday is Freeday site had 39,194 visits for a total of 60,477 page views — from 35,126 unique visitors
  • Clicks on “promotions and specials” displayed on the radisson.com home page jumped more than 200 percent
  • Online reservations stemming from those home page clicks jumped by more than 150 percent after the Friday Is Freeday promotion launch
  • In the first 30 days of the campaign, the Friday Is Freeday promotion accounted for 83 percent of all reservations that stemmed from a radisson.com home page offer

Explore More Fast Horse Services