Viral marketing per Best Western - IAKI
Skip to content
  • Cosa stai cercando?
  • Cambia lingua
  • Italiano
  • Inglese
IAKI - Agenzia Social Media Marketing
  • AGENZIA
    • PERSONE
    • DICONO DI NOI
    • LAVORA CON NOI
  • OMNI-CHANNEL
    • DIGITAL MARKETING
    • SOCIAL MEDIA
    • DIGITAL TECHNOLOGY
    • EVENTI
    • ATL/BTL
  • TIKTOK
  • CASE STUDY
  • CLIENTI
  • BLOG
  • CONTATTI
    • Cosa stai cercando?
Case History

Viral marketing per Best Western

Case History precedente
Case History successiva
Case History

Viral marketing per Best Western

Case History precedente
Case History successiva
Settore
Area
Digital, Social
In Sintesi
Fare branding attraverso un video virale che racconti l'anima del brand al fine di essere perfetto per gli utenti della rete, ma anche rappresentativo della qualità di BW, un video che porti l'utente ad approfondire, che sia "enjoyable" e che attivi un continuo"sharing". I risultati? Lead generation spontanea e aumento della brand reputation anche sui canali social attivati

Best Western ha scelto IAKI per fare del viral marketing al puro scopo di creare branding. Intrattenimento, contenuto, qualità e condivisione gli obiettivi, vediamo la risposta di IAKI.

Indietro
Avanti

Fare viral marketing per una catena di Hotel attivando il passaparola spontaneo

L’esigenza di Best Western era seminare in rete un contenuto virale capace, attraverso il passaparola spontaneo, di veicolare i propri valori in modo indiretto e non marcatamente commerciale, e supportare così un posizionamento tra i più aggiornati del settore. La scelta è andata per un video virale che IAKI ha scelto di rendere interattivo, trasformandolo in un generatore di dediche personalizzate per gli amici, scegliendo tra ben cinque temi diversi, veicolato attraverso un minisito e un’applicazione Facebook.

Una scelta di comunicazione precisa è sempre il modo giusto di iniziare una buona relazione

L’idea di fondo di IAKI è stata di non affidarsi solo all’appeal creativo del video, per la sua viralizzazione, ma creargli intorno le condizioni più fertili per la sua diffusione. Fare dunque non soltanto viral marketing, ma costruire intorno una vera e propria brand community attraverso il Facebook marketing. Nel caso del minisito il video è condivisibile via mail e sui principali social network; su Facebook, le possibilità di diffusione crescono ancora di più attraverso le notifiche dell’utilizzo dell’applicazione (che raggiungono non solo i destinatari del video, ma anche la rete allargata dei loro contatti, creando un passaparola continuo).

Personalizzare vuol dire essere dalla parte delle persone e del brand. Vuol dire dialogare face to face

Il video creato da IAKI funziona così: la persona inserisce il proprio nome, sceglie ed elabora la foto di un amico, seleziona il tema per la sua dedica e inoltra il video (su Facebook abbiamo anche aggiunto due feature sinergiche con il media: la possibilità di selezionare la foto direttamente fra quelle dell’amico destinatario del video e una funzione di segnalazione degli amici prossimi a compiere gli anni, per il tema “Happy Birthday”). Il destinatario riceve un video con un web design ben calibrato: un intrigante viaggio in soggettiva, in automobile, attraverso una città in cui misteriosamente, inquadratura dopo inquadratura, su un’affissione, un giornale, un muro e così via, compaiono il suo volto e messaggi a lui dedicati; fino a scoprire nel finale, con sorpresa, di essere lui stesso a guidare l’auto. Al centro un mondo cucito su di sé, anche se solo per due minuti: esattamente come dovrebbe sentirsi un cliente Best Western. Branding nudo e puro. Dialogo allo stato puro.

Un progetto di viral marketing supportato da buzz marketing, blogging, PR digitali e ADV display

Diciamo che i risultati sono incommensurabilmente migliori e più veloci. Abbiamo fatto buzz marketing diffondendo news nella rete sul progetto, reclutato blogger influenti per parlare del viral e il team digital di IAKI ha gestito un’attività di seeding capillare. Per quanto riguarda Facebook abbiamo poi affiancato a un’attività di PR digitali, una campagna di display adv profilata e integrata in una più ampia strategia di social media marketing. I punti forte dell’attività: uno strategico e l’altro tecnologico. Aver scelto di diffondere un video virale tramite un’applicazione Facebook è stato proficuo per il brand sia dal punto di vista del viral marketing (ogni singolo post, condiviso da centinaia di persone, genera un passaggio di informazioni che si propaga da molti a molti) sia del suo posizionamento, che emerge come proattivo e innovatore. Il secondo punto di forza di “Dedicato a” è il livello tecnologico raggiunto con l’applicazione, sia nel realismo della personalizzazione del video, sia nella perfetta integrazione delle funzioni di sharing.

10 Maggio 2010

Canali del progetto

Tag
applicazioni FacebookBest WesternFacebook marketingPR digitaliproduzione videositi/applicazionisocial media marketingviral marketingweb design

Case History Correlate

9_australia

Customer engagement per Tourism Australia

Tour territoriale nelle Università italiane preceduto da un'azione di guerrilla marketing

Case History correlate
13_accessorize

Social media marketing per Accessorize

L’emozione, il cuore, il ricordo: il social fashion è dialogo sociale

Case History correlate
26_fiera milano

Customer engagement per Fiera Milano

Progetto di comunicazione integrata per la Borsa Internazionale del Turismo (BIT)

Case History correlate
© 2025 IAKI S.R.L
20123 Milano Via Panzeri, 10
PARTITA IVA IT04452600960
Codice Fiscale 04452600960
Privacy
  • Lavora con noi
  • Contatti
Registro delle imprese di Milano | REA MI-1748566 | Capitale in bilancio € 10.000 i.v. | Iscrizione CCIAA Milano 04452600960 | Tel. +39 02 36581 400 | Fax. +39 02 36581 401 | Mail: citofona (at) iaki.it | PEC: amministrazione (at) pec.iaki.it
Shares
Informativa cookie
IAKI utilizza su questo sito cookie tecnici di prima parte (necessari) e cookie di terze parti (marketing e profilazione).
Puoi modificare le tue preferenze cliccando su Gestione cookie. Per maggiori dettagli, consulta la nostra Informativa Privacy e Cookie Policy alla pagina dedicata.

Gestione cookie Accetta tutto Rifiuta tutto
Cookies Policy

Personalizzazione Cookie

Questo sito utilizza cookie tecnici di prima parte (necessari) e cookie analitici di terze parti per offrire agli utenti una migliore esperienza di navigazione e per raccogliere informazioni sull’utilizzo del sito stesso, allo scopo di fornirti servizi in linea con le tue preferenze e inviarti messaggi pubblicitari personalizzati.
Abilita o disabilita la tipologia di cookie selezionandola nel pannello sottostante.
Per maggiori dettagli, consulta la nostra Informativa Privacy e Cookie Policy alla pagina dedicata.
Necessary
Sempre abilitato
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurataDescrizione
__cf_bm1 hourThis cookie, set by Cloudflare, is used to support Cloudflare Bot Management.
_cfuvidsessionCalendly sets this cookie to track users across sessions to optimize user experience by maintaining session consistency and providing personalized services
_GRECAPTCHA6 monthsGoogle Recaptcha service sets this cookie to identify bots to protect the website against malicious spam attacks.
_lfa1 yearThis cookie is set by the provider Leadfeeder to identify the IP address of devices visiting the website, in order to retarget multiple users routing from the same IP address.
cookielawinfo-checkbox-advertisement1 yearSet by the GDPR Cookie Consent plugin, this cookie records the user consent for the cookies in the "Advertisement" category.
cookielawinfo-checkbox-analytics1 yearSet by the GDPR Cookie Consent plugin, this cookie records the user consent for the cookies in the "Analytics" category.
cookielawinfo-checkbox-functional1 yearThe GDPR Cookie Consent plugin sets the cookie to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessari1 yearThe cookie is set by the GDPR Cookie Consent plugin to record the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others1 yearSet by the GDPR Cookie Consent plugin, this cookie stores user consent for cookies in the category "Others".
cookielawinfo-checkbox-performance1 yearSet by the GDPR Cookie Consent plugin, this cookie stores the user consent for cookies in the category "Performance".
CookieLawInfoConsent1 yearCookieYes sets this cookie to record the default button state of the corresponding category and the status of CCPA. It works only in coordination with the primary cookie.
PHPSESSIDsessionThis cookie is native to PHP applications. The cookie stores and identifies a user's unique session ID to manage user sessions on the website. The cookie is a session cookie and will be deleted when all the browser windows are closed.
rc::aneverThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::bsessionThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::csessionThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::fneverThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
viewed_cookie_policy1 yearThe GDPR Cookie Consent plugin sets the cookie to store whether or not the user has consented to use cookies. It does not store any personal data.
wpEmojiSettingsSupportssessionWordPress sets this cookie when a user interacts with emojis on a WordPress site. It helps determine if the user's browser can display emojis properly.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
Necessari
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurataDescrizione
__cf_bm1 hourThis cookie, set by Cloudflare, is used to support Cloudflare Bot Management.
_cfuvidsessionCalendly sets this cookie to track users across sessions to optimize user experience by maintaining session consistency and providing personalized services
_GRECAPTCHA6 monthsGoogle Recaptcha service sets this cookie to identify bots to protect the website against malicious spam attacks.
_lfa1 yearThis cookie is set by the provider Leadfeeder to identify the IP address of devices visiting the website, in order to retarget multiple users routing from the same IP address.
cookielawinfo-checkbox-advertisement1 yearSet by the GDPR Cookie Consent plugin, this cookie records the user consent for the cookies in the "Advertisement" category.
cookielawinfo-checkbox-analytics1 yearSet by the GDPR Cookie Consent plugin, this cookie records the user consent for the cookies in the "Analytics" category.
cookielawinfo-checkbox-functional1 yearThe GDPR Cookie Consent plugin sets the cookie to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessari1 yearThe cookie is set by the GDPR Cookie Consent plugin to record the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others1 yearSet by the GDPR Cookie Consent plugin, this cookie stores user consent for cookies in the category "Others".
cookielawinfo-checkbox-performance1 yearSet by the GDPR Cookie Consent plugin, this cookie stores the user consent for cookies in the category "Performance".
CookieLawInfoConsent1 yearCookieYes sets this cookie to record the default button state of the corresponding category and the status of CCPA. It works only in coordination with the primary cookie.
PHPSESSIDsessionThis cookie is native to PHP applications. The cookie stores and identifies a user's unique session ID to manage user sessions on the website. The cookie is a session cookie and will be deleted when all the browser windows are closed.
rc::aneverThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::bsessionThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::csessionThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
rc::fneverThis cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.
viewed_cookie_policy1 yearThe GDPR Cookie Consent plugin sets the cookie to store whether or not the user has consented to use cookies. It does not store any personal data.
wpEmojiSettingsSupportssessionWordPress sets this cookie when a user interacts with emojis on a WordPress site. It helps determine if the user's browser can display emojis properly.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
CookieDurataDescrizione
_sbp1 year 1 month 4 daysThis cookie is generally associated with online advertising platforms, such as Google. It is often used to track user behavior across websites and to personalize advertisements based on the user's interests. In particular, it can be used to measure the effectiveness of advertising campaigns and to prevent the same adverts from being shown repeatedly.
bcookie1 yearLinkedIn sets this cookie from LinkedIn share buttons and ad tags to recognize browser IDs.
COMPASS1 hourThe COMPASS cookie is used by Yahoo to deliver targeted advertising based on user's online behavior.
NID6 monthsGoogle sets the cookie for advertising purposes; to limit the number of times the user sees an ad, to unwanted mute ads, and to measure the effectiveness of ads.
test_cookie15 minutesdoubleclick.net sets this cookie to determine if the user's browser supports cookies.
ttwid1 yearTiktok sets this cookie to keep track of user authentication and session information.
VISITOR_INFO1_LIVE6 monthsYouTube sets this cookie to measure bandwidth, determining whether the user gets the new or old player interface.
VISITOR_PRIVACY_METADATA6 monthsYouTube sets this cookie to store the user's cookie consent state for the current domain.
YSCsessionYoutube sets this cookie to track the views of embedded videos on Youtube pages.
yt.innertube::nextIdneverYouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.
yt.innertube::requestsneverYouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
CookieDurataDescrizione
__Secure-ROLLOUT_TOKEN6 monthsThis cookie is used by YouTube to manage the phased rollout of new features and updates. This cookie helps assign users to specific test groups for experimental features, such as changes to the user interface or video player.
__Secure-YEC1 year 1 monthThis cookie is used by YouTube to manage the phased rollout of new features and updates. This cookie helps assign users to specific test groups for experimental features, such as changes to the user interface or video player.
_fbp3 monthsFacebook sets this cookie to display advertisements when either on Facebook or on a digital platform powered by Facebook advertising after visiting the website.
_ga1 year 1 month 4 daysGoogle Analytics sets this cookie to calculate visitor, session and campaign data and track site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognise unique visitors.
_ga_*1 year 1 month 4 daysGoogle Analytics sets this cookie to store and count page views.
_hjSession_*1 hourHotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.
_hjSessionUser_*1 yearHotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.
_hjTLDTestsessionTo determine the most generic cookie path that has to be used instead of the page hostname, Hotjar sets the _hjTLDTest cookie to store different URL substring alternatives until it fails.
_lfa_test_cookie_storedless than a minuteUsed in context with Account-Based-Marketing (ABM). The cookie registers data such as IP-addresses, time spent on the website and page requests for the visit. This is used for retargeting of multiple users rooting from the same IP-addresses. ABM usually facilitates B2B marketing purposes.
cee3 monthsStape sets this cookie to track events and user interactions on its platform, enabling analytics and performance tracking. The collected data helps optimize the service and improve user interaction analysis.
FPID1 year 1 month 4 daysGoogle Tag Manager sets this cookie for server-side tagging.
FPLC20 hoursGoogle Tag Manager sets this cookie for tracking between domains.
msToken10 daysUsed by the social network TikTok to monitor the use of embedded services.
SNID1 year 1 month 4 daysThis cookie is set by the Google. This cookie is used by the map which helps visitors to identify and reach the facility.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
CookieDurataDescrizione
li_gc6 monthsLinkedin set this cookie for storing visitor's consent regarding using cookies for non-essential purposes.
lidc1 dayLinkedIn sets the lidc cookie to facilitate data center selection.
S1 hourUsed by Yahoo to provide ads, content or analytics.
sp_landing1 dayThe sp_landing is set by Spotify to implement audio content from Spotify on the website and also registers information on user interaction related to the audio content.
sp_t1 yearThe sp_t cookie is set by Spotify to implement audio content from Spotify on the website and also registers information on user interaction related to the audio content.
yt-remote-cast-availablesessionThe yt-remote-cast-available cookie is used to store the user's preferences regarding whether casting is available on their YouTube video player.
yt-remote-cast-installedsessionThe yt-remote-cast-installed cookie is used to store the user's video player preferences using embedded YouTube video.
yt-remote-connected-devicesneverYouTube sets this cookie to store the user's video preferences using embedded YouTube videos.
yt-remote-device-idneverYouTube sets this cookie to store the user's video preferences using embedded YouTube videos.
yt-remote-fast-check-periodsessionThe yt-remote-fast-check-period cookie is used by YouTube to store the user's video player preferences for embedded YouTube videos.
yt-remote-session-appsessionThe yt-remote-session-app cookie is used by YouTube to store user preferences and information about the interface of the embedded YouTube video player.
yt-remote-session-namesessionThe yt-remote-session-name cookie is used by YouTube to store the user's video player preferences using embedded YouTube video.
ytidb::LAST_RESULT_ENTRY_KEYneverThe cookie ytidb::LAST_RESULT_ENTRY_KEY is used by YouTube to store the last search result entry that was clicked by the user. This information is used to improve the user experience by providing more relevant search results in the future.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
CookieDurataDescrizione
countryCodesessionThis cookie is used for storing country code selected from country selector.
loglevelneverSquarespace sets this cookie to maintain settings and outputs when using the Developer Tools Console on the current session.
Salva e accetta
Powered by GDPR Cookie Compliance WebToffee Logo