Social Integration – Tales from Travelocity’s Roaming Gnome
The Travelocity Roaming Gnome recently completed a highly successful 3-month integrated social media campaign that awarded two travelers with trips of a lifetime. The effort, which utilized traditional broadcast buys, YouTube, Twitter, Instagram, and Vine, surpassed all metrics for consumer engagement and impressions while doubling the Roaming Gnome’s followers. The campaign cemented the Roaming Gnome’s status as one of the most engaged travel brands on social media and raised consumer brand sentiment across Travelocity social media platforms.
We will cover:
- Lessons learned from developing a large-scale integrated social promotion that you can apply to social media marketing efforts, big or small
- Insights on optimizing Twitter hashtag buys and promoted post distribution
- Balancing pre-planning with real-time responsiveness
- Being a brand that doesn’t act like a brand
Stevie Archer (@girlnamedstevie) is an Associate Creative Director at advertising agency McKinney in Durham. She is the current “voice” of the Travelocity Roaming Gnome on social media and in all his integrated marketing endeavors. A graduate of UNC-Chapel Hill, Stevie has spent her advertising career working across digital and traditional media creating campaigns for T.J. Maxx, Sherwin-Williams, Wachovia, Nationwide Insurance, Gold’s Gym, and Big Boss Brewing. Her work has been recognized by the One Show, D&AD, Cannes, Communication Arts, Creativity, and even Pittsburgh Steelers Head Coach Mike Tomlin. In her time working for the Roaming Gnome, she’s traveled to 11 countries, set foot in five continents and taken selfies with 4 of the 7 wonders of the world.
Laura Suchoski (@soLaur) is a Social Media Manager at advertising agency McKinney in Durham, NC. She focuses on social media strategy and customized social content for agency clients, specifically Travelocity. Prior to joining McKinney, Laura managed social media for four years at ESPN and espnW; ESPN’s business dedicated to engaging female fans and athletes. She oversaw social media strategy and successfully pitched and executed digital campaigns sponsored by leading brands such as Nike, P&G, AT&T, Oakley, and Lexus.
June 19, 2014 - June 19, 2014
11:30 am - 1:00 pm
Brier Creek Country Club
9400 Club Hill Drive
Raleigh, NC 27617