When Great Minds Get Together: The Joule’s Ultimate Nationwide Golden Easter Egg Hunt

by Meredith McKee, Vollmer Dallas


Earlier this year, Vollmer Dallas and our client, The Joule, a Starwood Luxury Collection Hotel had a group brainstorm that resulted in a number of brand-building ideas to create awareness in 2010. One concept in particular stood out in the team’s minds as a true collaboration of ideas mixed with ideal timing: The Golden Easter Egg Hunt. 

It started off as a simple concept: hide a Golden Easter Egg in a guest’s room Easter Day and the finder will win a stay in The Joule’s luxurious penthouse.  From there, the idea exploded – resulting in an actual egg hunt in Atlanta, Austin, Chicago, Houston, Los Angeles, Miami, New Orleans, New York, Washington D.C. and Dallas.

On March 31, locals faithfully followed The Joule’s Twitter and Facebook pages throughout the day   for clues leading them to the one Golden Egg hidden in their city.  Once they found the eggs, winners sent a picture of themselves with the Golden Egg to The Joule’s Twitter and Facebook pages.

These lucky 10 will now head to downtown Dallas for a luxury vacation to experience The Joule and Dallas:

• Kyle Gochenour, Atlanta
• Cheryl Goodwin, Austin
• Mehul Shah, Chicago
• Joe Thompson, Dallas
• Lene Hedegaard, Houston
• Lindsay Miller, Los Angeles
• Joy A. Satterlee, Miami
• Sheri Bouyelas, New Orleans
• Freddy Melendez, New York
• Richard Mead, Washington, D.C. 

The out-of-town finders of the Golden Egg will enjoy a lavish stay for two at The Joule, complete with valet parking, two cocktails from adjoining PM Nightlife Lounge, breakfast in bed and dinner at Charlie Palmer at The Joule.  Adding another golden touch, The Joule also included a $200 American Express gift card to help with airfare.

The hometown Dallas winner, Joe Thompson, has an even bigger prize in store. It includes a one-night stay in the unforgettable Joule Penthouse, an opulent, 2,500-square-foot abode boasting sweeping views of downtown Dallas. An admired destination among celebrities such as Britney Spears, The Joule Penthouse features exquisite décor throughout two bedrooms, two and half baths, a living room, dining room, full kitchen and stocked bar, library, pool table and two balconies overlooking downtown. Thompson will also receive a private dinner for four in the Penthouse, provided by Charlie Palmer at The Joule. 

In addition to the nationwide Golden Easter Egg hunt, one hotel guest found a Golden Egg waiting in his guest room upon when he checked in on Easter Day, April 4.  The lucky finder, Robert John McFadden, received a future stay in The Joule’s Penthouse, as well.

The results were just what we had hoped for and more, with highlights including: 

• Stories on online sites HotelChatter, Gadling and MSNBC 
• Tweets from nationally syndicated reporter Eileen Ogintz, among others
• TV interviews in Los Angeles (via Skype) and Austin
• Local print and online media pick-up across markets nationwide 

The Joule’s Twitter and Facebook followers also grew, supporting our primary goal for this social media stunt.  But most importantly, the hotel was able to interact with and build affinity with its existing and potential customer base. 

So thanks to all of those folks who helped make this giant hunt possible – the Downtown Dallas Association and the Main Street Gardens, W French Quarter, Mozart’s in Austin, Bliss Spa at W South Beach, SLS Beverly Hills, Uptown Houston, Gerald D. Hines Waterwall Park, The Fairfax at Embassy Row and the Jockey Club, and Morrie O’Malley’s Hot Dogs in Chicago.  

We hope you had as much fun as we did!

Be sure to follow @thejoule on Twitter for more fun contests year round.