Ritz Carlton’s latest campaign, which was launched earlier this week, will share a number of original guest stories, each told in just six words. The new campaign, which is entitled “Six Words WOW”, is executed on a variety of of social media platforms and is aimed at encouraging guests of the luxury brand to contribute their own stories in 6 words (NYTimes).
SHORT STORY TELLING
The campaign extends a popular concept, which takes it cues originally from Earnest Hemingway, who was once challenged to compose a short story in six words, and wrote: For sale: baby shoes, never worn. This concept is also a popular online exercise. This campaign is placed exclusively on social media channels, and incorporates networks such as Facebook, Instagram, Sina Weibo, Twitter, Pinterest, and Google+, in English and Mandarin.
By using the hashtag #RCMemories, guests can submit their stories online. Also ritz Carlton employees are encouraged to tell “wow stories” at 15 minute daily meetings, The hotel brand then tells the stories across multiple platforms. Particularly the use of Pinterest for story telling is an interesting approach. The Pins on the “6 Words Wow” board consist of an inspirational image, which includes the six word story. In the text below, the full account of the story is told. In addition, all stories are location based pins that are pulled from Ritz Carlton’s foursquare profiles. Thus the different stories are made available not only for users in the inspiration and dreaming stages. But also in the in-destination phase, for users of location based services. This concept certainly is a good practice use of geo location based story telling, which is easily adaptable for destination marketing purposes.
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