SOCIAL MEDIA MARKETING
25TH MARCH – 19TH APRIL 2015
COURTYARD BY MARRIOTT PUNE CHAKAN
THE OFFICIAL HOST HOTEL - IPL SEASON 8
CRICKET CHECKS IN TO COURTYARD BY MARRIOTT PUNE CHAKAN
AN OVERVIEW This year, the IPL tournament makes a roaring comeback with Kings XI Punjab making Pune their
home base. Courtyard by Marriott Pune Chakan was chosen as the host hotel for the home team and visiting
teams (Delhi Daredevils, Rajasthan Royals and Kolkata Knight Riders), continuing Marriott India’s long association with IPL since the first season.
This 175 room world class Marriott property is located in the industrial zone Chakan and is just a 40 minute drive from Pune city and conveniently located in proximity to the MCA Stadium.
The Hotel was also the official stadium catering partner serving food and beverage on all 3 match days to over 3,000 people per match day in Pune.
OUR SOCIAL MEDIA OBJECTIVES Driving awareness that Courtyard Chakan has been chosen amongst all other hotels in the city to
be the official host hotel and catering partner for IPL in Pune. Our efforts aimed at putting our hotel on the Pune map.
Share insights about the behind-the-scene preparations that the hotel team is doing to welcome the IPL cricketers and match officials
To function like a live bulletin board for cricket fans who get a sneak peek of what their cricketing superstars were up to at the hotel.
To show how the players have made our hotel their home
SOCIAL MEDIA [FACEBOOK]
STATISTICS FOR FACEBOOK
PARAMETERS BEFORE (on 25th March 2015) AFTER (on 19th April 2015)
Facebook Fans 2,520 3,324 Talking About 170 2,035
Engagement Ratio (%) 6.75 61.22 Comments 3 48 Likes/ Votes 232 2,794
Shares 36 81 Total Interactions Facebook 272 2,925 Cumulative reach via Posts 37,800 43,212
Cumumlative Reach 51,680 5,55,750 Total Outreach 89,480 5,98,962
Facebook Fans increased by 804 Talking About increased by 1865
Apart from one Facebook contest post which was boosted for two days only, the growth achieved on the Facebook page has been COMPLETELY ORGANIC.
FACEBOOK POSTS: PHASE I (25th March – 3rd April 2015)
Quote for IPL by Market DOSM
Preparation of rooms for IPL home team
Official announcement of being host IPL hotel in Pune
Posts during this phase were focused on: Driving awareness that CY Chakan has been chosen amongst all other hotels in the city to be the official host
hotel and catering partner for IPL in Pune. Share insights about the behind-the-scene preparations that the hotel team is doing to welcome the IPL
cricketers and match officials
Reach: 1138 Likes: 12 Shares: 4 Reach: 994 | Likes: 20
Share: 1
Reach: 1290 Likes: 15 Shares: 4
The pastry chefs decorated MoMo 2 Go with cricket-themed treats
The chefs shown doing tastings and working on the special room
service menu for IPL players
CY Chakan official IPL host hotel this year in the city
GM quote on how the hotel team is preparing to
welcome the IPL home team and visiting teams
FACEBOOK POSTS: PHASE I (25th March – 3rd April 2015)
Reach: 1468 Likes: 25 Shares: 4
Reach: 4330 Likes: 41 Shares: 5
Reach: 1221 Likes: 31 Shares: 2
Reach: 3622 Shares: 4
Comments: 4 Likes: 53
Rooms prepared by our housekeeping for IPL team
players
IPL 2015 promo video
JW Marriot Delhi welcomes Delhi Daredevils
A traditional welcome extended to Kings XI Punjab cricketers at
the hotel on arrival
FACEBOOK POSTS: PHASE I (25th March – 3rd April 2015)
Reach: 1736 Comments:4 Likes: 17
Reach:1675 Share: 1 Likes: 9
Reach: 1066 Likes: 13
Reach: 2392 Shares: 3 Likes: 39
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Left handed bowler Beuran Hendricks spotted in lobby
Welcome of Pune home team Kings XI Punjab
for IPL
Welcoming more player of Kings XI Punjab at Courtyard Chakan.
Welcoming the newly wedded couple from Australian cricketer
Shaun Marsh and Rebecca O’ Donovan
After long practice session, players come
back home to rest
With the KXIP team checked in and visiting teams’ arrival and departure, the aim of the posts during this phase was: To function like a live bulletin board for cricket fans who get a sneak peek of what their cricketing superstars were
up to at the hotel. To show how the players have made our hotel their home
Reach: 1883 Likes: 37 Share: 1
Reach: 1,47,008 Likes: 160 Shares: 44
Comments:3
Reach: 3770 Likes: 89
Shares: 13
Reach: 4,29,952 Shares: 90 Likes: 468 Comments:8
Reach: 4694 Shares: 7 Likes: 84
Cook-off session at MoMo Café’s live kitchen with King XI Punjab’s David Miller, Shaun Marsh and his wife, Beuran Hendericks and our Executive Chef Girish Kumar - TV and print media invited to capture this photo-op - Live tweets and Facebook posts with videos shared on our social
media platforms
Warm welcome to the spin master Mitchell Johnson
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Reach: 1036 Shares: 33 Likes: 79
Reach: 3988 Shares:15 Likes: 86
Comments: 1
Reach:1692 | Views: 380 Shares: 11 | Likes: 37
Welcoming our visiting team Rajasthan Royals Coverage for cookout
session with GM quote in Sakal Times
‘Predict and win’ Twitter contest no.1 promoted on
Facebook Outdoor catering for over 2,000 people done by CY Chakan at MCA stadium
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Reach: 1153 Shares: 28
Comments:1 Likes: 62
Reach:870 Share: 1 Likes: 8
Reach: 436 Comments: 2
Shares: 2 Likes: 17
Reach: 568 Shares:3 Likes: 19
A candid shot of the cricketers enjoying a game of carom at the hotel
Facebook Contest: We invited people to creatively caption this picture of David Miller, Mitchell Johnson and Sehwag relaxing in the recreation room
A CSR activity with Delhi Daredevils JP Duminy, Zaheer Khan, Amit Mishra,
Mayank Agarwal and Imran Tahir played a 10-over cricket match with students
from Chakan’s oldest school
Welcoming Delhi Daredevils
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Reach: 1705 Shares: 11 Likes: 23
Reach: 47,328 | Comments:40 Likes: 2531 | Shares: 13
Reach: 592 Likes:34
Shares: 17 Comments:1
Reach: 1719 | Comments: 1 Likes: 42 | Shares: 3
Press clips on the CSR activity shared
on Facebook
‘Predict & Win’ Twitter contest no.
2 promoted on Facebook
Delhi Daredevils sharing their
thoughts after winning the match as they check back
into our hotel
David Miller & Mitchell Johnson snapped
clicking a selfie in our gym while working out
The KXIP team snapped eating Chef’s healthy preparations
at MoMo Café
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Reach: 743 Likes: 12 Shares: 5
Reach: 314 Likes: 9
Shares: 2
Reach: 715 Likes: 18 Reach: 843
Likes: 30 Shares: 3
Reach: 1294 Shares: 4 Likes: 34
KXIP’s Maxwell, Miller and Hendericks caught chilling by
our pool
MCA stadium all set to host IPL- 2015 KKR vs KXIP match
‘Predict & Win’ Twitter Contest no.3 promoted
on Facebook
Last day to participate in the ‘Caption it’
Facebook contest
FACEBOOK POSTS: PHASE II (4TH APRIL- 19TH APRIL 2015)
Images of the spa shared which was exclusively set up for the IPL
cricketers at our hotel
Reach: 843 Comments:1
Likes: 30 Shares: 2
Reach:150 Likes:5
Reach: 208 Comments:2
Likes: 11
Reach: 516 | Comments:1 Likes: 22 | Shares: 3
SOCIAL MEDIA
[TWITTER]
STATISTICS FOR TWITTER
PARAMETERS BEFORE (on 25th March 2015) AFTER (on 19th April 2015)
Following 90 100
Followers 233 310
Mentions 1 77
Re-Tweets 7 108
Total Interactions Twitter 8 185
Cumulative Reach Twitter 400 9,250
Cumulative Reach via Tweets 2796 11,780
Total Reach 3196 21,030
Increase in number of Followers: 77 Increase in number of Favorites: 408
The growth achieved on Twitter has been 100% ORGANIC
TWITTER UPDATES: HIGHLIGHTS
Our cook-off image album was retweeted by David Miller (39,35,000 followers), Beuran Hendericks (2,587 followers) and Shaun Marsh (16,78,000 followers), giving our Twitter
handle and Facebook link to our album visibility to their fans!
TWITTER UPDATES: HIGHLIGHTS
Easter eggs prepared by our chefs to surprise the cricketers on Easter morning
Behind-the-scene picture of chefs preparing to cater to a
crowd of over 2000 people at the MCA stadium on match day
TWITTER UPDATES: PHASE II (4th April- 19th April 2015)
Favourites and Re-tweets
Live tweeting during cook-off event
The KXIP players seen unwinding in our KXIP-exclusive recreation room
TWITTER UPDATES: PHASE II (4th April- 19th April 2015)
Favourites and Re-tweets
Kings XI Punjab RT-ed our post and we garnered visibility to their 6,83,000 followers
TWITTER UPDATES: HIGHLIGHTS
Favourites and Re-tweets
TWITTER UPDATES: HIGHLIGHTS
Favourites and Re-tweets
TWITTER UPDATES: PHASE II (4th April- 19th April 2015)
Interaction generated
TWITTER UPDATES: PHASE II (4th April- 19th April 2015)
Interaction generated
TWITTER UPDATES: HIGHLIGHTS
Interaction generated
WHAT WORKED FOR US
Capturing candid pictures of the cricketers at the hotel; showing them
getting comfortable, showing them in never-before-see avatars
Sharing behind-the-scene efforts on social media of the hotel as it
prepares to host the cricketers was an interesting pre-check-in buzz
creation effort
Creating a story behind the picture; always connecting the hotel to the
post
Identifying the peak visit periods of the day on Facebook and Twitter
and sharing posts during that time
Going live with our content was most important to ensure relevancy
Tagging IPL, the teams and the cricketers on social media helped
drive further outreach to the posts
Using the relevant hashtags like #IPL2015 also helped to gain
visibility of our posts on social media
Creation of our own hashtag #CYChakanIPLFever so as to reinstate
the association between the hotel and IPL
IPL FOOD PROMOTION
[20TH – 30TH APRIL]
IPL FOOD PROMOTION AT MOMO CAFÉ
In order to continue to momentum and gain mileage from IPL, the in-room dining menu that was designed exclusively for the cricketers was opened for the public through menu add-ons to the lunch buffet at MoMo Café from 20th – 30th April.
Lobby flex
Posters for corporates
Email signature banner
Flex at MoMo Cafe
IPL FOOD PROMOTION AT MOMO CAFÉ