Entry Reviews

InterContinental Hotels Group's Priority Club Rewards Community Created by Communispace Energizes Using the Power of 'Word of Mouse'

IHG wanted to test advocacy among some of its most loyal customers using minimal budget to drive incremental revenue. The Priority Club Rewards Community that IHG created with Communispace in 2007 was the logical place to test this new "twist" on word of mouth. For the advocacy viral marketing test, a select group of 150 community members were chosen to participate in an exclusive friends and family promotion. The 150 PCR members were emailed an invitation to earn triple points for each three night stay at any IHG Hotel worldwide between May 1st and June 15th 2008-with as many stays as they would like during that time period. In the email, each member was given a redemption code for themselves to use, along with three more codes to pass along to friends and family.