App synergizes buzzword ROI

Share this content:
Hilton's BizWords iOs app helps business travelers decipher workplace business-speak
Hilton's BizWords iOs app helps business travelers decipher workplace business-speak

The Offer: The interactive BizWords iOS app was created by direct agency Organic for Hilton Garden Inn to “help business travelers decode and navigate the business speak that has become so common in the workplace,” the hotel chain said on its site. The app plays off the concept of Buzzword Bingo, which is a mobile bingo-esque game in which players create bingo cards with predetermined buzzwords written on them. Players tick off the words as they hear them uttered at an event or corporate meeting.

The Data: The app is intended to drive engagement between the Hilton brand and its core customers: traveling businesspeople. The app is part of Hilton's larger “We Speak Success” campaign, which launched by giving the hotel chain's more than 70,000 Facebook fans the chance to send buzzword-speak e-cards to their friends. Hilton saw an increase in bookings over three quarters in 2011 compared with 2010.

The Channel: The app is for both the iPad and iPhone and available for free download from the iTunes store. The “We Speak Success” campaign was also promoted in print and through banner ads and humorous in-flight videos.

The Creative: Users can compete to become the “CEO” of the app. People who coin their own terms get “promoted” or “climb the corporate ladder” faster. The app crowd-sources trending business phrases from around the U.S. and plots them on a virtual map  that displays how popular specific buzzwords are in different regions. The top 25 users appear on a leader board that allows them to exhibit their virtual business cards for other players to see.

The Verdict:

Paul Notzold is senior creative director at Aspen Marketing Services, a marketing agency services division of Epsilon. He specializes in the mobile and interactive design and has done work for TIME, the 2008 Obama campaign, Merck, Rogaine, Neutrogena and others.

Seems like a lot of work to play. These aren't so much gimmicky buzzwords as much as just business talk and acronyms. “Gamification” ironically would be a popular buzzword that's had it's time in the sun.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above