Blogging Rent-Free In Detroit

Blog | Web + Social

Charlie | Thursday 29th, 2010, 12:00am BST

A student in America has just won rent-free accommodation for a year in the historic condominium complex at¬†Garden Court in Detroit. In return she will be writing a regular blog about her experiences living in the famous ‘Motor City’. Brandi Keeler was voted the winner of a competition in which people were asked to submit a two-minute video explaining why they love Detroit. It was¬†experimental approach for Garden Court Condominiums, utilising social media to raise awareness and interest in the condo redevelopment alongside more traditional marketing methods. Garden Court admitted that they had no idea just how well the social media angle could work and were surprised at the response. Over three hundred people joined the dedicated online community created just for the competition, more than sixty videos were submitted from around the world and have subsequently been viewed over 23000 times. The event was also written about in multiple blogs during the thirty days that it ran for and was also tagged in Twitter communications:¬†#ilovedetroit. But perhaps more importantly the Garden Court site received 48000 hits and an influx of new enquiries into buying property in the Garden Court complex. The marked success of this competition means that copycat campaigns are inevitable, but that’s no bad thing when a marketing exercise not only exceeds the clients mandate but also succeeds in creating a lasting positive experience on its participants. Strong brand reinforcement indeed: