Hotels.com is using Twitter to generate buzz based on a situation some might see as an obstacle – but they saw as an opportunity.
They haven’t been able to get Twitter to designate the profile of Captain Obvious, their spokesperson, as verified (unlike similar spokescharacter accounts, Chester Cheetah, Captain Morgan or even the Pumpkin Spice Latte). What could have been an internal, quiet frustration, they took as an opportunity to garner support and reach-building conversation with celebrities, other verified brand accounts and, of course, consumers.
The situation is a great example of bending the ever-imposing rules of pay to play on social media as well as creative community management.