Mandarin Oriental, Hong Kong, won the 2012 Social Hotel Award for best Facebook promotion, property. To see all the Social Hotel Award winners, click here to go to the winners index or click here to read about them in the September digital edition of HOTELS Magazine.
To create buzz about new burger offerings at its hotel restaurant, Café Causette, the hotel offered social media followers a special US$12 offer to try a platter of five different mini-burgers and then vote on their favorite, with the two most popular burgers being added to the restaurant menu. The hotel also offered a free burger dinner prize for three Facebook fans who best answered the question, “Who would you like to enjoy the burgers with, and why?” The property’s communication and F&B departments developed the promotion in-house and the only additional expense was the free burger prizes.
Over 520 people visited Café Causette to try the special five mini-burger platter, and the viral reach of the burger offer post was 370% higher than the average reach per post. Due to the response, three burgers instead of two were added to the menu.