The Hyatt Hotel Corporation operates more than 549 properties worldwide, but the Hyatt Zilara and Hyatt Ziva in Mexico are its first “all-inclusive” brands that provide guests with everything from food to entertainment. Now, because this is a new space for the hotelier, Hyatt wanted to do more than simply announce these brand new, all-inclusive hotel offerings through traditional methods.
Hence, Hyatt and its agency Rokkan are launching the #HyattAllIn social sweepstakes that invites entrants to go “all in” by sharing video content to capture the spontaneous experiences of real guests staying at a Hyatt all-inclusive resort.
"The objective of the #HyattAllIn campaign was to really make a splash and raise awareness in a high impact, disruptive way,” says Austin Mahler,
VP client partnership and general manager/WEST at Rokkan.
“#HyattAllIn provides a unique opportunity for the company to truly engage fans via social media and reward the curious with once-in-a-lifetime experiences."
Through March 10, entrants watch a two-minute YouTube video and then need to share this video on Twitter using #HyattAllIn and #HZEntry for the opportunity to win a stay at one of four Hyatt all-inclusive resorts of their choice: Hyatt Zilara Cancun, Hyatt Ziva Puerto Vallarta, Hyatt Ziva Rose Hall, or Hyatt Zilara Rose Hall. Winners will also receive 100,000 American Airlines AAdvantage Miles, presumably to travel to these locations.
The videos are meant to support the feelings of spontaneity and excitement. In filming the clips, Hyatt surprised unsuspecting shoppers at a southern California mall with fun activities, such as taking photos inside a photo booth that offered a virtual vacation itinerary through a series of rotating tropical-themed backdrops. These shoppers posed for photos with vacation-inspired props and received #HyattAllIn freebies such as sunglasses, flip flops, beach balls.
Then, three lucky couples received a trip to Hyatt Zilara Cancun, where they had a chance to experience what sweepstakes winners will enjoy, from dining experiences to live acrobatic performances. These three couples' adventures were captured on film, and this footage is kicking off the #HyattAllIn social sweepstakes on Hyatt’s YouTube channel.
Rokkan has been working with Hyatt for three years.