IHG (@IHGrewardsclub) is one of Australia’s premier hospitality groups, offering a diverse portfolio of hotels and dining experiences to consumers around the world. Its purpose is built on its mission statement: true hospitality for everyone.
While the group’s hotel brands are already household names, it wanted to increase consideration among potential customers in Australia and New Zealand, including showcasing its vibrant dining experiences. With one of Australia’s most popular cooking shows, My Kitchen Rules (@mykitchenrules), kicking off on the Seven Network, IHG saw an opportunity to tap into the program’s highly engaged and passionate foodie audience to increase brand consideration.
Seven West Media had long worked with Twitter to engage and drive conversations around My Kitchen Rules. Having access to premium, brand-safe content and a leaned-in audience made Twitter the perfect choice for IHG.
Tapping into My Kitchen Rules’ engaged audience on Twitter, IHG leveraged Twitter In-Stream Video Sponsorships to create a package of content that ran alongside My Kitchen Rules content on the platform. The content was carefully curated to align closely with My Kitchen Rules, and used exclusive targeting with top dining and tourism keywords and @usernames to provide relevant content to target audiences.
Part of the package included sponsoring exclusive, Twitter-only video content of My Kitchen Rules, including never-before-scene excerpts from the show “brought to you by @IHGrewardsclub.” This supported IHG’s broader campaign efforts to increase brand consideration.