The Hertz Corp. earned the "Best Use of a Social Media Platform" award in the car rental category from Travel + Leisure on June 8. Hertz’s 2011 “Gas and Brake” campaign was honored with the first Travel + Leisure Social Media + Tourism award (SMITTYS) for using social media in an innovative way, according to the company.
For its campaign, Hertz launched a microsite with social media elements that centered on a conversation with customers about their driving and travelling behaviors.
The site included several interactive elements, including a short quiz that determined if visitors fit the travel personality of the "Gas" by being more aggressive, exciting and adventurous or the "Brake" by being more conservative, reserved and a planner.
In addition, Hertz created a "Gas and Brake" Facebook App similar to the microsite.Travel + Leisure reviewed social media campaigns that ran during 2011 based on submissions from various travel companies. Each submission was then ranked based on originality, creativity, brand messaging, brand appropriateness and engagement.
"We are honored to win the SMITTY and to be recognized by Travel + Leisure as a travel industry leader in social media," Hertz Chairman and CEO Mark P. Frissora said. "The 'Gas and Brake' campaign is just one example of how Hertz is harnessing social media to communicate with the growing number of consumers who make travel decisions online."