Holiday Inn Express Webisode Starts Second Season

Ad agencies experiment with online media, social networking and new webisodes (video) in an attempt to bring interactivity and more sophisticated relations with the brand.

With the launch of its second season of webisode, The Smart Show last week, Digitas VP/Creative Director Ben Jones interviews with Blip.tv.

"If people saw the show, they really liked it and really responded to the brand. There was a huge jump in stay intent and brand-perception metrics," Mr. Jones said. "The only issue was we didn't get the kind of scale we wanted; not enough people saw the show." - AdvertisingAge

John Merkin, Holiday Inn brands' senior VP-brand management, adds how effective their efforts have been for the privileged few that have been on the site and seen the webisode.

76% of the first season's viewers indicated they would be more likely to stay at a Holiday Inn Express based on the show. "As we move forward with season two, we look to increase the number of visitors to the site, the length of time they are engaged and their overall intent to stay with Holiday Inn Express," he said. - AdvertisingAge

View full vlog Holiday Inn's Webisode "Smart Show" Has Second Season at beet.tv