Hotel In Australia Gives New Meaning To “Snap Happy”

Influencer marketing. Follower counts. Sponsored content.

These are just a few of the phrases we can use to describe a promotional offer from 1888, a boutique hotel in Sydney. Instagram users with more than 10,000 followers can stay one night for free.

8hotels on Instagram

Someone with 10K followers on Instagram has a ton of social influence. If they choose to stay at your hotel and say nice things about it (in words and pictures), the hotel just made a highly efficient and targeted ad buy for a one night comp. It’s a smooth move on the hotel’s part.

However, there are a few things I do not like about this offer. One is how exclusive it is. There are not that many people with five-digit follower counts on Instagram. Also, I don’t like follower counts as a metric. Follower counts can be gamed.

If I was advising the client here, I’d suggest a more inclusive approach that uncovers the best storytellers and then surprises them with an offer of a free night.

Hat tip: Adland

In related news: Levi’s is currently using Instagram as a centerpiece in its experiential marketing campaign, Station to Station, which is a “nomadic happening” by train that connects artists, musicians, and creative pioneers making their mark from New York to California.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.