Breckenridge, Colorado is one of the fastest growing tourist destinations in the West. Complete with world class skiing and a vibrant social scene — the town is known for making visitors feel like locals year-round.
Over the past few years, Breckenridge has been an industry leader when it comes to social media marketing. Breckenridge has continuously pushed the envelope with its latest endeavor being to develop authentic, omnichannel customer experiences. One of its most notable campaigns, #BreckBecause earned the Breckenridge Resort Chamber the Governor’s Outstanding Marketing Program award in 2013.
The Breck team wanted to leverage the thousands of customer photos generated by the #BreckBecause campaign in order to reach more prospective visitors.
By integrating Pixlee and Spongecell, two of Breckenridge’s existing software partners, the team was able to create dynamic display ads featuring creative from real customers.
The ads pulled new customer photos in real time and gave viewers an authentic and timely view of the mountain and resort. It was a powerful way to highlight real life customers and increase ad engagement to a new audience. These paid ads were displayed across a variety of travel sites such as Travelocity and Trip Advisor.
By creating ads featuring user generated content, Breckenridge increased click through rate by over 20% and increased average hover-over to over 30 seconds. Replacing custom and stock photos with customer photos gave Breckenridge the ability to recycle content more frequently and continuously showcase new customer photos. These photos were more authentic and provided strong social proof for the resort.
Given the success of the program, Breckenridge plans to make these ads featuring customer photos the major part of its online ad spend for 2015. Read the full case study below.