Mandarin Oriental is using Sina Weibo to boost guest engagement through a month-long photo sharing contest.
The contest, called “My Moments of Delight,” encourages guests to take pictures of any interesting moments or places at any of the company’s luxury-resort properties, reports Luxury Daily.
To enter the contest, guests must follow Mandarin Oriental’s Weibo page, select three friends to share their photos, select the hotel location, and then upload their photos. The contest will run until May 7.
Mac Joseph, senior manager of social media and marketing at Mandarin Oriental, New York said of the contest, “Our brand and properties are in constant dialogue with our customers, who share with us their experiences through photography, comments and other media.” He continued, “With this application, we wanted to bring their side of the conversation and the authentic guest experience to the forefront of our social media.”
Once the contest ends, Mandarin Oriental’s corporate photographer, George Apostolidis, will choose three winners. The prize will be a stay at one of the company’s hotels in Sanya, Shanghai, or Guangzhou. The five participants who get the most likes will receive Mandarin Oriental-branded travel accessories.
Not only will this contest further foster brand advocacy among the participants, but it will also give the company fan-generated content that can be repackaged into marketing materials for the hotel.
image source: mandarin oriental hotel group