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Club Mahindra has launched its biggest initiative for user generated content with ‘Why I Need (WIN) a Vacation’ campaign.
The campaign will reach out to an estimated half-a-billion users across cyber space and get them to send in the videos of humorous, innovative reasons as to why they need a holiday.
The grand prize is a 3-night 4-day vacation at a select Club Mahindra resort. The videos will need to be uploaded on the brand’s YouTube channel and will be judged by an expert panel. The campaign will end on October 15.
Indranil Chakraborty, CMO, Mahindra Holidays and Resorts, said: “The campaign brings alive the brand promise of Jiyo Life. It uses the digital townsquare and will leverage our known experience and expertise with social media.’’
In a statement, the company has said Club Mahindra is a brand leader in the social media space. This is based on its largest share of voice (51 per cent) and the best engagement ratio. The brand has a current engaged base of over a million users and is influential in the hospitality space.
Club Mahindra has used crowd-sourcing effectively across social media platforms, leveraging activities like poetry - Verse a Tile and Holiday Haiku, photography - One Frame and storytelling - Tiny Travel Tales.
Club Mahindra is the flagship brand of Mahindra Holidays and Resorts. The latter has a network of 40 resorts.
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