Holiday Inn: ‘The Smart Show’ Webisodes

Written by Igor Beuker on November 8th, 2008 | 2 comments

The Smart Show is a smart series of webisodes run by Holiday Inn Express. Hosted by Henry Dittman, the show launches new episodes Tuesdays and Fridays filled with multiple entertainment segments.

The entertainment segments in The Smart Show range from street surveys to lifestyle tips and product testing—about everyday travel, technology and business needs for the Holiday Inn Express road warrior audience.

But more than a webshow, it’s also a supersale and a social networking resource in one. Website modules like the D.O.W, Need-er-ator and Blogs offer users ways to engage and get more value: hot gadgets, peer advice and expert insight.

The Smart Show offers three Deals of the Week or D.O.W’s that users can vote on to become the exclusive item on sale in a select quantity for a mere 100 Priority Club Rewards points.

With the Need-er-ator users can type in a need into the search bar and get tips, suggestions, a related blog entry or video. If nothing turns up, the show host, Henry Dittman, might just have to tend to it personally instead. They Need-er-ator reminds me of Yahoo! Answers.

With Blogs users can also sharpen up with tech reviews from CNET, Explainer articles from Slate, expert blogs and other curated content.

The Ultimate Road Warrior Challenge Gives registrants a chance to earn Priority Club points to win an All-New 2009 Pontiac Vibe.

The first season was a daily web series sending two comedic documentarians on a cross-country road trip exploring what’s so smart about America. The traveling program kicked off October, 2007 in Boston, Massachusetts and spent two months on its way towards Los Angeles, California.

Major stops along the route are listed below, however the show made additional stops in smaller towns along the way, haphazardly and at the request of The Smart Show’s online community.

The Smart Show site resides on Blip TV and has The Official Smart Show MySpace Channel.

Eric Bowe, editor at Viral Cliche says: I like the blend of value propositions Holiday Inn Express put together for their site experience. I normally recommend to marketers to include two elements to create a successful experience: cornerstone content updated on a frequent basis, and activities that a user can do immediately and grow in value over time. The Smart Show experience does both well.

And I feel the same as Eric. It’s a simple but smart concept. Do you agree?

Opportunities for Digital Branding
For brand managers that want to take the next steps from online advertising into digital branding, read more about webisodes. Webisodes can help you to create a new content or digital branding strategy, that can really help your overall branding strategy.

Because “is my logo in the right spot?” is not the only topic within the brand equity strategy. Brand managers should understand that digital consumers will or won’t embrace their brand in the digital space. To become a digital core identity brand that matters to consumers, or will become a badge of their belonging, needs more than just another push of banners…

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