With kids and parents alike staring at their smartphones like never before, Alamo Rent A Car wants to keep the gang connected with mobile games aimed at family roadtrips. While the games are designed to be engaging, the marketing plan is also worthy of attention.
In a campaign aided by Alamo's digital agency 360i, the Clayton, Mo.-based brand has partnered with eight mom bloggers who will leverage their websites and Twitter followings to push AlamoGames2Go. Writers for sites like A Nut in a Nutshell, Mommy Musings and 2 Wired 2 Tired will tweet about the games through Sept. 16. Alamo will push some messages via Twitter's Promoted Tweets, in addition to Facebook ads and national radio spots.
"It's about reaching our target audience, which is head-of-household moms," said Meghan Maguire, Alamo's brand publicity manager. "They are already playing in those [social] spaces, posting pictures of their family. This is a program to reach them while building brand awareness."
- Alamoding (featuring photos of family members in their best driving poses)
- PixPursuit (pics from a scavenger hunt)
- SnapFamily (scenic family photos)
- Alamovie (video of family vacation moments)
Participants can submit content using #AlamoGames2Go for the chance to win items every week as well as a $5,000 grand prize. Participating bloggers will host individual contests as well.
"We will measure success based on how much participation we get," Maguire said. "It will be about how many people are actually tagging their photos with the hashtag, and how many people are posting content across social channels. How many people registering for the sweepstakes will also be important."