A London hotel has a ‘hashtag kiosk’ to print guests’ Instagram photos
Until now, the St. Pancras Renaissance Hotel’s big claim to fame was being featured in the Spice Girls music video for “Wannabe.” But the heritage luxury hotel in London would rather be known for the experience it provides — both offline and online.
The hotel has set up a “Hashtag Kiosk,” a digital podium that automatically picks up Instagram and Twitter photos hashtagged #StPancrasHotel. Users can then access them on the kiosk as well as get free prints with the hotel’s branding by the tap of a button.
“Social media is a huge part of our marketing strategy, and something that is becoming more important as we see more returns,” said Madeleine Duxbury, marketing manager at the St. Pancras Renaissance Hotel London. “The idea behind this is to incentivize our guests to become influencers themselves.”
The kiosk is designed to reward people with a free print of their photos in exchange for a shout-out on social. The hotel hopes that it will appeal to its guests beyond travelers, and become a hit among guests. It hopes to eventually monetize the kiosk for the other events, parties, weddings and conferences that it hosts, upselling it as part of private events and wedding packages. The kiosk has been manufactured in the U.K. by brand experience agency #Hashtag.
“It is a good way to spark conversations, social engagement and build awareness for the brand,” said Duxbury. “It also shows how even in a primarily digital world, an exercise like this can bring the analog to life.”
The hotel had the kiosk on trial for six weeks before introducing it as a feature last month, to see the impact it would have on its social metrics.The hotel brand is active on Twitter, Facebook and Instagram and wanted to boost its presence in the latter. During the trial, it saw nearly 400 social posts using #StPancrasHotel with a social reach of over 80,000 compared to less than 20 posts the month before which created a reach of less than 350. In addition, during this time, nearly 200 photos were printed.
“While there is an interest in generating revenue through social media, the focus is still very much on engaging with our guests and building brand awareness.”
‘The sky is very blue:’ Why U.S. beauty brands see global opportunity, along with challenges, for CBD products
Despite regulatory challenges, brands in the CBD beauty market are forging ahead as demand for the products remains promising.
Brands rethink their in-housing plans after tactic was ‘put on ice’ amid pandemic
Brands had begun in-housing efforts before the pandemic put those plans on ice. The strategy shift has worked in agencies favor, as brands are returning to their shops to guide marketing efforts.
Member ExclusiveMarketing Briefing: How marketers and agency execs are approaching vaccine awareness campaigns
Marketers and agency execs are taking more care with the language and strategy of campaigns due to the politicization of the vaccine.
SponsoredWhat sustainable app monetization looks like in 2021
Apple’s iOS 14 changes are driving significant shifts in the app ecosystem. For gaming businesses, these new changes will make it challenging to show targeted ads. That said, the mobile game economy continues to boom, and analysts predict long-term growth; global in-app ad revenue in 2021 will rise by 6.2% for non-gaming apps, and 19.1% […]
‘Dispensaries knew they had to change’: How the cannabis industry adapted in the pandemic
Pandemic stress and new legalization led to a lift in cannabis use last year and businesses have pivoted to adapt to those trends with new marketing.
‘We don’t post much organic content’: Pepsi sees TikTok as a pay-to-play platform
PepsiCo is seeing success on TikTok as a pay-to-play platform, which is using the platform to release popular challenges for users.