THE

CHELSEA TREATMENT

Millennium Hotels and Resorts has an established relationship with Chelsea Football Club, which they promoted in a film called ‘Get the Chelsea Treatment’. The premise of the film was that “You don’t have to be Chelsea to get the Chelsea Treatment” at their hotels. That means everything from guests getting their favourite tables to their rooms being in pristine condition before they arrive.

We then ran a Twitter competition to give away tickets to an upcoming Chelsea F.C. match with the following mechanics:

1. Retweet the original video with emojis describing how it feels to Get the Chelsea Treatment

2. Include #ChelseaTreatment in the retweet

3. Follow @millennium

THE RESULTS

As a result of the competition, we gave away five pairs of tickets to some lucky Chelsea F.C. fans – including a dad who was looking to get tickets for his young son who was a super fan of the club.

Because people were required to follow @millennium to enter the competition, we saw a large increase in fan growth on Twitter during the first week of the competition. This increased our fan growth rate to 4.6%, which was an improvement of 418% above our target rate.

Engagement with our tweets also improved by 112%, as hundreds of people liked and retweeted the competition tweet.

In addition to improving our social media fan growth and engagement, the competition also helped increase awareness of the partnership by getting fans to make the connection that Millennium Hotels and Resorts’ properties are where they can go to get the Chelsea treatment.