Campaign Launch: KOA Campgrounds – Jim Rogers Becomes the Undercover Boss

Over 9 million people watched the airing of CBS’s Undercover Boss featuring KOA’s CEO & Chairman Jim Rogers. It was our task to create a campaign that capitalized on the PR value of the show — turning lookers into bookers and casual observers into Facebook fans.

On KOA.com — where we knew traffic would be high during the broadcast — a funnel was set up to draw people into one of two directions. People ready to book could immediately do so. Those who wanted to dig deeper into the show were directed to Facebook for an insider’s scoop, a more intimate look at the campgrounds and an incentive to Like the brand.

Reservations across the KOA system on the weekend the show aired increased by 17% vs. the same weekend last year. At the four properties featured in the episode, reservations increased 56% and nights booked increased 169%. New Facebook Likes and engagement were also high — with thousands of people commenting on posts.