{"id":4386,"date":"2014-07-03T19:15:46","date_gmt":"2014-07-03T19:15:46","guid":{"rendered":"http:\/\/thepowertoprovoke.com\/the-blog\/?p=4386"},"modified":"2014-07-03T19:15:46","modified_gmt":"2014-07-03T19:15:46","slug":"ugc-case-study-whistler-tourism","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/","title":{"rendered":"UGC Case Study: Whistler Tourism"},"content":{"rendered":"<p>This case study focuses on Tourism Whistler\u2019s <a href=\"http:\/\/behindthelens.whistler.com\/\" target=\"_blank\">Behind The Lens campaign<\/a>, which used ambassador-generated photo essays to drive user-generated Instagram submissions to the #WhistlerUnfiltered hashtag, which were aggregated at the Behind The Lens site.<\/p>\n<p>&nbsp;<\/p>\n<h2>Ambassador Photo Essays<\/h2>\n<p>Tourism Whistler recruited professional photographers to craft <a href=\"http:\/\/behindthelens.whistler.com\/the-pro-story-lens\" target=\"_blank\">photo essays on their personal connection<\/a> with Whistler, British Columbia. Essay topics ranged the zen of mountain silence, to the fruits of 3 years of night photography atop Whistler\u2019s peak, to the raucous Sunday parties that take over Whistler village. Together, the essays depict an area bursting with adventure, culture and good vibes.<a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image03.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4390\" src=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image03.jpg\" alt=\"image03\" width=\"559\" height=\"374\" \/><\/a> <a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image04.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4391\" src=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image04.jpg\" alt=\"image04\" width=\"559\" height=\"374\" \/><\/a><br \/>\nBelow each photo essay was a gallery of user-submitted Whistler photos via the #WhistlerUnfiltered hashtag, and also information about a Whistler photo contest with an all-expenses-paid vacation prize. Thus, Whistler stirred the imagination of readers with stunning \u00a0photo essays, and then placed the reins in their own hands.<\/p>\n<p><a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image01.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4388\" src=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image01.png\" alt=\"image01\" width=\"560\" height=\"408\" \/><\/a><\/p>\n<p>The <a href=\"http:\/\/behindthelens.whistler.com\/instagram\/\" target=\"_blank\">user-generated content section<\/a> of the site features three stories similar to the professional photo essays, in which users are interviewed about one of their #WhistlerUnfiltered photos. Like the professional essays, these three user stories depict both the adventure and culture of Whistler: a little something for everybody.<\/p>\n<p>Below the three user stories is the complete #WhistlerUnfiltered aggregation feed. The feed may be filtered to display photos from specific seasons, night life, scenic views and more.<\/p>\n<p>The result of such a clear content hierarchy is\u00a0an undaunting user experience, with deeper engagement pathways for those interested.<\/p>\n<p><a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image00.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4387\" src=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image00.png\" alt=\"image00\" width=\"561\" height=\"417\" \/><\/a> <a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image02.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4389\" src=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image02.png\" alt=\"image02\" width=\"561\" height=\"330\" \/><\/a><\/p>\n<p style=\"color: #222222\"><em style=\"font-weight: inherit\">Related Posts:<\/em><\/p>\n<ul style=\"color: #666666\">\n<li><a style=\"font-style: inherit;font-weight: inherit\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/08\/using-ambassadors-to-inspire-user-content.html\" target=\"_blank\">Using Ambassadors To Inspire User Content<\/a><\/li>\n<li><a style=\"font-style: inherit;font-weight: inherit\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/08\/driving-action-in-user-content-campaigns.html\" target=\"_blank\">Driving Action In User Content Campaigns<\/a><\/li>\n<li><a style=\"font-style: inherit;font-weight: inherit\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/08\/ugc-case-study-amtrakgram.html\" target=\"_blank\">UGC Case Study: AmtrakGram<\/a><\/li>\n<li><a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/08\/ugc-case-study-sprite-films-challenge.html\" target=\"_blank\">UGC Case Study: Sprite Films Challenge<\/a><\/li>\n<li><a style=\"font-style: inherit;font-weight: inherit\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/07\/ugc-case-study-rent-the-runway.html\" target=\"_blank\">UGC Case Study: Rent The Runway<\/a><\/li>\n<li style=\"font-weight: inherit;font-style: inherit\"><a href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/06\/ugc-case-study-ford-fiesta-movement.html\" target=\"_blank\">UGC Case Study: Ford Fiesta Movement<\/a><\/li>\n<li style=\"font-weight: inherit;font-style: inherit\"><a style=\"color: #ff6600\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/06\/reddit-case-study-benefit-cosmetics.html\" target=\"_blank\">UGC Case Study: Benefit Cosmetics<\/a><\/li>\n<li style=\"font-weight: inherit;font-style: inherit\"><a style=\"color: #ff6600\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/06\/user-generated-content-case-study-apartment-therapy.html\" target=\"_blank\">UGC Case Study: Apartment Therapy<\/a><\/li>\n<li style=\"font-weight: inherit;font-style: inherit\"><a style=\"color: #ff6600\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/06\/ideals-of-user-generated-content.html\" target=\"_blank\">Ideals Of User-Generated Content<\/a><\/li>\n<li style=\"font-weight: inherit;font-style: inherit\"><a style=\"color: #ff6600\" href=\"http:\/\/thepowertoprovoke.com\/the-blog\/2014\/06\/contextually-common-user-generated-content-activities.html\" target=\"_blank\">Contextually-Common UGC Activities<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This case study focuses on Tourism Whistler\u2019s Behind The Lens campaign, which used ambassador-generated photo essays to drive user-generated Instagram submissions to the #WhistlerUnfiltered hashtag,&hellip;<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[620],"tags":[621],"class_list":["post-4386","post","type-post","status-publish","format-standard","hentry","category-user-generated-content","tag-user-generated-content","post-grid"],"jetpack_featured_media_url":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UGC Case Study: Whistler Tourism - Response Marketing\" \/>\n<meta property=\"og:description\" content=\"This case study focuses on Tourism Whistler\u2019s Behind The Lens campaign, which used ambassador-generated photo essays to drive user-generated Instagram submissions to the #WhistlerUnfiltered hashtag,&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/\" \/>\n<meta property=\"og:site_name\" content=\"Response Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-03T19:15:46+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image03.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\">\n\t<meta name=\"twitter:data1\" content=\"Response\">\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data2\" content=\"1 minute\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/responseblog.wpengine.com\/#website\",\"url\":\"https:\/\/responseblog.wpengine.com\/\",\"name\":\"Response Marketing\",\"description\":\"We Help Ambitious Brands Punch Above Their Weight\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/responseblog.wpengine.com\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"http:\/\/thepowertoprovoke.com\/the-blog\/wp-content\/uploads\/sites\/9\/2014\/07\/image03.jpg\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/#webpage\",\"url\":\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/\",\"name\":\"UGC Case Study: Whistler Tourism - Response Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/responseblog.wpengine.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/#primaryimage\"},\"datePublished\":\"2014-07-03T19:15:46+00:00\",\"dateModified\":\"2014-07-03T19:15:46+00:00\",\"author\":{\"@id\":\"https:\/\/responseblog.wpengine.com\/#\/schema\/person\/db54d23c0ed39a32720d05653449bbd4\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/responseblog.wpengine.com\/2014\/07\/ugc-case-study-whistler-tourism\/\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/responseblog.wpengine.com\/#\/schema\/person\/db54d23c0ed39a32720d05653449bbd4\",\"name\":\"Response\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/responseblog.wpengine.com\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f61e603f81e8fa81636d0d08ccfa08f3e68ad604557e3e9e5be8562384beee18?s=96&d=mm&r=g\",\"caption\":\"Response\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","_links":{"self":[{"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/posts\/4386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/comments?post=4386"}],"version-history":[{"count":0,"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/posts\/4386\/revisions"}],"wp:attachment":[{"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/media?parent=4386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/categories?post=4386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/responseblog.wpengine.com\/wp-json\/wp\/v2\/tags?post=4386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}