A brief overview of the use of PlacePunch location services for the Intercontinental Hotel Group

1. Case StudyIntercontinental Hotels Group Follow us on Twitter @theLBMA www.thelbma.com May 2011 | Slide 1 of 5

2. CLIENT OVERVIEW About IHG Largest hotel company in the world Operates 4,500 hotels worldwide 8 different hotel brands United States HQ: Atlanta May 2011 | Slide 2 of 5

3. Campaign OVERVIEW Campaign Background IHG aware that location-based services becoming popular among guests. Wanted to “test the waters” and connect with guests through check-ins. Solution: Deliver highly-relevant Tweets to guests from IHG’s branded Twitter account when guests check-in into an IHG hotel property Messages: Divided equally among “Goodwill” and “Promotional” May 2011 | Slide 3 of 5

4. How it worked @cglace Thanks for checking in at Holiday Inn! Get up to 20% off your next booking. http://bit.ly/dizBqO @adams472 Thanks for checking in w/ Holiday Inn! We’re really glad you chose to stay with us! Enjoy your stay! May 2011 | Slide 4 of 5

5. Campaign Results Campaign Length: Six weeks between July and September 2010 Delivered Messages: 4,900 Retweets: 100+ CTR: 10x email & banner ads Key Learnings: Goodwill messages valuable for generating customer affinity and retweets. Promotional messages have high CTR and can generate real revenue when tied to proper landing page. May 2011 | Slide 5 of 5