Brands are going after travel-ready Gen Z and Millennials with sweepstakes and social media challenges. Hotwire’s “Book Beyond Your Wildest Means” campaign is making a major play for young consumers who are ready to travel (but don’t want to break the bank) with a social media challenge being judged by Jason Derulo. One lucky traveler will be awarded a trip worth $50,000 (complete with private jet service), and all participants have to do is post a video of why they’re ready for a break—using Jason Derulo’s original #hotwirehotelgoals clip as inspiration. Corona is also getting young consumers excited to travel with “Triptocurrency”—a digital currency giveaway worth $2,500 that winners can use on travel accommodations with Expedia. The instant-win sweepstakes is running today only (July 1), and Corona is set to give away 400 prizes to travel-ready contestants. Hotwire’s research found that 60% of young travelers have never stayed in a five-star hotel but fantasize about it, and Expedia Group Media Solutions found that 56% of Gen Z wants to take a beach vacation, making both brands’ giveaways the perfect solution for engaging with wanderlust youth. (Adweek, Marketing Dive)
