Transmedia Storytelling for Kempinski Hotels Creating Talk Value for Harley-Davidson CoolBrands is an innitiative of Maarten Schäfer and Anouk Pappers

2. Mission:
Create ‘talk value’ to stimulate word-of-mouth
Activate customers by interacting on social media
Create a cross selling tool for hotels and travel fairs
Turn guests into brand fans by involving them
Situation:
Communication (brochures and website) only about the hotels and conference facilities
Social media (facebook fan page per hotel) used for promotions
Solution:
Take the target group on a trip to 17 different Kempinski destinations
Engage interaction on the existing social media
Publish stories and pictures in the Kempinski magazine during the trip
Create a book with stories and pictures of the destinations for cross selling purposes
Deliverables
4 months interaction and talk-value during the trip, on 66 Kempinski Facebook fanpages
8 months interaction and talk-value after trip (among which a photo contest)
40 stories with video and pictures seeded online
6 stories with pictures for Kempinski magazine
4 launch events in hotels (cross selling)
CoolTravel book – Discovering ME and Africa (cross selling tool)
Looking for interaction by asking for help: “Where should we go?”
Location based marketing:
Creating a virtual space in each hotel, offering a free drink.
Posting pictures and engaging interaction by asking:
“Do you have better pictures? Please post them here.”
Writing stories, sharing experiences.
Posting videos and link them to Facebook.
Kempinski magazine
print run 50.000
CoolTravel book
‘Cross selling tool’
print run 10.000

3. DUBAI
CAIRO
Here is a blog with our experiences in Dubai so far,
illustrated with some cool pics. If you want to share your
Dubai experience, post a link to your blog.
We posted this video about a camel race. Enjoy!
Here are some pictures of the highest building in the world:
‘Burj Khalifa’. Do you have better pictures, please post them!
BTW does anybody have a suggestion for a cool restaurant?”
We arrive in Dubai tomorrow. Does anybody have an
idea where we should go and experience?
Checked in at the Mall of the Emirates,
shopping mall with indoor ski slope.
Just landed in Cairo. Which pyramid shall we visit? Giza or Dahshur?
Here are some pictures of the Sphinx. Does
anybody have pics of the Dahshur pyramid?
Tomorrow we will discover the Bazaar in the old town of Cairo.
Does anybody have tips?
We filmed our descend into the Pharaoh’s tomb
in the Dahshur pyramid. Do not be scared! ;-)
Here is a blog about the mosques we visited in the old town
of Cairo, illustrated with some cool pics. If you want to add
your pics, post a link to your blog.
Checked in at Fyshawy,
the oldest café in Cairo.

4. Brand:
Harley-Davidson - Europe
Mission:
Create ‘talk value’ to stimulate word-of-mouth and influence the brand perception
Activate customers by interacting on social media
Situation:
Most communication (brochures and website) is about products and technical specs
Social media is used for promotions
Solution:
‘Born to be wild’ reportage about the Route 66
Seed positive experiences and stories with a ‘wow-factor’ on blogs and social media
Engage interaction on the Harley-Davidson social media
Deliverables
2 weeks interaction on Harley-Davidson Facebook during the trip
Stories, pictures and videos seeded online (to be found in social media and in Google)
Talk value created for another 2 months, to be used in social media to stimulate word-of-mouth
Looking for interaction by asking: “Where should we go?”
Posting pictures and engaging interaction by asking:
“Do you have better pictures? Please post them here.”
Writing stories,
sharing experiences.
Posting videos
and sharing them on Facebook.

5. Here is a blog with pictures of the Route 66 on a Harley.
We made pics of diners and gas stations from the sixties.
We made this video driving towards the Grand
Canyon on our Harley Fatboy.
Here are some pictures of villages we passed through on the
Route 66. We’re now making a detour to Las Vegas. Does
anybody have a recommendation for a hotel?
We arrived in Flagstaff. Does anybody know where
we can find Eagle Rider?
Checked in at the Starbucks on the Strip
in Vegas and got a free coffee!
I will hit the roulette tonight in the Monte
Carlo. Send me your lucky number and I
will play a 5 dollar chip.