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Element Hotels: Facebook Campaign

Pedal Power

“Element’s Facebook fan base grew by 35%.”


Element Hotels was the only major hotel brand to mandate that all properties pursue Leed Certification by the U.S. Green Building Council.


The attributes that make Element great were lost on travelers, who assumed that a hotel couldn’t be both green and inviting. Mower needed to change the notion of “green living.”


Expand the brand’s appeal, associating it with balanced living on the road. Work with engineers to design a turn-key event using kinetic energy (via riders on special stationary bikes) to light up new hotels’ outdoor signage. Install those bikes, as well, into Element fitness centers brand-wide to let guests charge their digital devices while exercising. Get potential travelers to join the movement through a dedicated Facebook sweepstakes, challenging them to pledge to replace one car ride per week with a bike ride for the chance to win a sleek, built-to-order road bike.


Snazzy stationary bikes and communication touchpoints were installed in every Element hotel, encouraging sweepstakes participation by travelers staying with Element. The lightbulb went off for guests and potential guests alike, who found a new way to connect with the brand’s more inclusive eco-living premise. Element’s Facebook fan base grew by 35% during the 10-week contest.

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