The document summarizes an Embassy Suites hotel campaign from July to August 2011 that partnered with the popular AwkwardFamilyPhotos.com site to run a contest for most awkward family photo. The contest was highly successful in generating over 1,300 submissions and 54,000 votes, with the winner receiving $15,000 and 14 nights at an Embassy Suites hotel. Social media platforms like Facebook and Twitter helped promote family interaction and sharing of contest entries.

1. Dakota Blake, Brittany Clasen, and Wesley
Barfield

2. The Campaign
• Partnered with
AwkwardFamilyPhoto
s.com, an outrageously
popular blog site
• Ran from July 13 until
August 2, 2011 The Campaign
• Budget for campaign:
$245,000
• Target audience:
families
“Families are our bread
and butter.” -VP of brand
marketing, John Lee.

3. Social Media

 Google +, Twitter and Facebook
 The connection of AwkwardFamilyPhotos.com to
Twitter and Facebook allowed for family interaction
on the sites.
 Grand prize winner: Patriot Games
 1,276 Facebook shares
 39 Tweets
 First Runner-Up: Summer at the Lake
 590 Facebook shares
 58 Tweets

4. Results

 One of Embassy Suites’ most successful PR
campaigns
 The contest generated more than 1,300
submissions—a record amount for this site
 Contest was narrowed down to the top 20 entries
 More than 54,000 votes were cast

5. 9,439 votes
The Winner!
“Patriot Games,” received 17 percent of the votes, surpassing the other 19 finalists.
“During our Fourth of July family vacation, this was apparently our
patriotic duty…”

6. First Runner-Up
Summer at the
Lake
“Our daughter had rebellious
teen years. Now 26 and a
successful young adult, this
(and similar) pictures make
wonderful blackmail material.”
7,993 votes

7. Third Place

And Wes’
Favorite.........

11. 5,321 votes
Pump Up
the Jam!!!!
“One can only imagine what was going
through my stepdad’s mind when he
choose his “outfit” for a day out at
Disney World. I’d like to think that his
decision came down to the extreme
temperatures that come with Orlando,
FL in July. However, that doesn’t
explain the tube socks. It’s shocking, but
the girl with the duck on her head (me)
doesn’t look so silly standing beside a
man in a belly shirt. This picture is
legendary in my family so I’m happy to
share it with the world…with my
stepdad’s permission of course.“

12. What Did They Win,
You Ask?

 $15,000 cash and 14 nights at Embassy Suites Waikiki
Beach Walk, Embassy Suites Lake Tahoe Hotel & Ski
Resort, or Embassy Suites Greenville Golf Resort.
 5 runners-up won two nights at an Embassy Suites
Hotel of their choice and a signed copy of the
Awkward Family Photos book.

13. Questions!!

 Was social media necessary in increasing the
popularity of the contest?
 Did awkward family photos.com benefit more from
the Embassy Suites campaign than the hotel itself
 Did this campaign actually lead to more hotel
bookings?