At Aramark Leisure, I have found that our social audiences are especially receptive to User Generated Content (UGC). I’ve made it my mission to create a process to collect that content from our audiences so that we may then utilize it in our marketing communications. This effort has also served to engage and create advocates out of our guests who had previously visited the properties. Over time, we’ve moved from photo contests to a 3rd party solution called CrowdRiff.
With the CrowdRiff platform, we have the option of proactively asking guests if we may have permissions to use their photos, or providing a way for guests to upload their own. We use both methods and have built a catalog of assets that we can use on our website and in social media. Due to these efforts, we have acquired content that is engaging and useful across our marketing efforts, while eliminating the cost of the many photo shoots that would be required to create this content library.
One example of how we have leveraged this tool is with a recently acquired business, where we had very minimal photo assets to work with so we turned to UGC. I worked with our Lake Tahoe Adventures team and our creative agency to create these posters, which we then installed on our buses that transport our guests 45 minutes to and from the snowmobiling trailhead.
Promotional Poster for UGC Collection
Prior to contracting with CrowdRiff, I ran many photo contests in order to acquire UGC. This allowed me to gather thousands of pieces of content with the appropriate rights management so that we could reuse them in our social and content marketing. This also worked as a useful engagement strategy for our social media accounts. Some examples are below.
