Pure Michigan Fall & Seek
Fall is Michigan at its finest. Yet the state doesn’t get the credit it deserves for being a top fall travel destination. So we picked three social influencers and sent them across the state for a fall adventure to share with the world. The best part was, we didn’t tell them where to go. People on social media did.
CASE STUDY
SOCIAL VOTING
Using Facebook and Instagram, we presented two Pure Michigan destinations for people to vote on via comments, with the influencer heading to the winning Pure Michigan town. Things got competitive, really competitive. And the volume of votes never waned.
LANDING PAGE
In addition to the social aspect of this campaign, we also created a landing page experience that shared influencer photos and stories, as well as an interactive map that predicted the fall colors for Pure Michigan tourists.
PRESS LOVE
As the campaign grew, the press helped provoke the all-in-good-fun competitiveness between cities and their residents.
