Empire State Building
Branded as the Heart of New York, Empire State Building (ESB) uses social channels to carry out its main business goal: to maintain global interest and ultimately drive ESB visits over its competitors: Rockefeller Center and One World Observatory.
ESB's social channels intensively feature offline events, such as celebrity & influencer visits, holiday light shows, annual building run-up, Valentine's Day wedding ceremony, and encourage user generated content (UGC) submission.
Its social channels include review websites: TripAdvisor and Yelp. Therefore, online customer relationship management has become an integral part of ESB's digital marketing strategy.
Year: 2013 - 2014
