Shoutlet, Inc. 2013 • v13.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet

HOW FOUR SEASONS NEW YORK USED SHOUTLET TO INCREASE SUMMER REVENUE SUMMER-LONG INTEGRATED SOCIAL PROMOTION GENERATES AWARENESS AND BOOKS ROOMS

GOALGENERATE BRAND AWARENESS AND BOOK ROOMS

Viewed primarily as a choice for business travel, the team looked to tap into

a different demographic for the summer to increase revenue. With a family-

friendly and child-focused Facebook Contest called #MaxineTakesManhattan,

the Four Seasons Hotel New York aimed to generate awareness about the

hotel and increase weekend bookings for families during the summer months.

CAMPAIGNINTERACTIVE AND INTEGRATED SOCIAL PROMOTION

The friendly mascot, Maxine, a green fuzzy plush toy from the

TY Monstaz collection, was selected to travel around New York

City on extraordinary Big Apple adventures. Each week for 12

weeks, Maxine traveled to a new destination and Four Seasons

fans guessed the location on their Facebook page. The hotel

added each correct entry into a weekly random drawing and

awarded one lucky winner a Four Seasons Gift Card.

As well as online promotions including Facebook posts, cover

photos, a Pinterest page, and unique hashtag, Four Seasons

Hotel New York also promoted the contest at hotel check-in by

taking photos of the family with Maxine, which turned into a

postcard that appeared on their pillow with turn-down service.

The team supplemented the contest with Instagram posts and

kicked off the promotion with Maxine’s own Vine Video over

Twitter and Facebook. Maxine coloring pages accompanied

children in the restaurants and more than 25 pictures were

added to a Maxine Facebook album.

RESULTS5% REVENUE INCREASE AND 10%+ FAN INCREASE

10% INCREASEIN FACEBOOK

FANS

19% INCREASEIN TWITTERFOLLOWERS

INCREASEDBRAND

AWARENESS

5% REVENUEINCREASE SUMMER

MONTHS YTY

Shoutlet, Inc. 2013 • v13.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet

After launching the contest, the team noticed a

significant boost in customer awareness online and

an increased level of engagement in their Facebook

community. Well-known “Mommy Bloggers” also

picked up the contest and spread the word about

Maxine and her travels and the family-friendly options

at Four Seasons Hotel New York.

With more than 190 contest participants, an increase

in family travel during the summer, and guests asking

about Maxine at Reception, Four Seasons Hotel New

York declared the promotion a huge success.

Shoutlet was our savior. It allowed

us to bring an idea to life in a very easy

way. Being in a small department, it was

very helpful to be able to organize the

promotion on the front end and then let

the promotion run itself. Social Canvas

allowed us to create a complex contest,

to gather all the guest data in one

place, and saved us time with all the

scheduling features. With this promotion,

we made some key relationships with

guests that I’m confident will book

with us in the future.

Tiffani Cailor

Director of Public Relations

Four Seasons Hotel New York

HOW SHOUTLET HELPEDFour Seasons Hotel New York utilized Shoutlet’s Social

Canvas™ and Social Contests features to implement and

manage the Maxine contest. The team developed the

creative and entry pages in advance and scheduled each

weekly contest to publish automatically, allowing the

team to set it and forget it. Social Contest management

made it easy to track contest entries, page views, and

overall fan data and analytics.

The Shoutlet platform

empowered the team

to collaboratively create

and manage a complex and

dynamic contest, allowing

Four Seasons Hotel New

York to increase weekend

bookings, position themselves

as a NYC travel expert, and

create a fun experience for

their new guests.

ABOUT SHOUTLET, INC.Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that enables market-

ers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as

Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its industry-leading, enterprise class functionality includes

tools for social CRM, creative design, social listening, ads, workflow management, contest design and execution,

and top-notch analytics for easy integration with the industry’s leading web analytics tools from Google Analyt-

ics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives customers the control

and flexibility they want and need, and is rooted in a strategic partnership that provides the necessary resources

and counsel to execute successful social campaigns.