Courtyard IPL Case Study

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





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


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


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



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


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



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



Reach: 314 Likes: 9

Shares: 2

Reach: 715 Likes: 18 Reach: 843

Likes: 30 Shares: 3


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


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!


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



Kings XI Punjab RT-ed our post and we garnered visibility to their 6,83,000 followers






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

Courtyard IPL Case Study

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