Hilton Hotels is planning for the future, today.
Their most recent strategy focuses on creating shareability and co-creation with their upcoming target market, millennials. To do this they turned to snapchat to help assist them in reaching a mass audience. Last month, they kicked off their sponsored content by going behind the scenes of a Jason Derulo concert at the Hilton bayfront.
This month, they’ve created geo-targeted filters for on property content creation in addition to utilizing celebrity influencers to create more excitement around watching branded content. This is a great example of creating an emotional two-way connection with fans giving them content (to create and to watch) in exchange for attention.