Skift Take
Travel brands that host Twitter-based contests need to be mindful of the source and quality of tweets that are hash tagged, and not just the quantity.
Visit Holland is using tweets to unlock views of Dutch painter Vincent Van Gogh's works in a bid to get travelers to roam beyond Amsterdam when they visit the Netherlands.
Visit Holland partnered with Expedia Media Solutions to give travelers incentives to book a trip to cities that connect Vincent Van Gogh's life.
Expedia is hosting an interactive page to generate as many tweets or retweets with a #VanGogh2015 hashtag to reveal six of Van Gogh's paintings each week. The header image is a pixelated version of one of the Expressionist painter's masterpieces that will come into focus once the "brushstrokes" (tweets with the campaign hashtag) total the year the painting was executed. This data visualization is referred to as "flock to unlock."
This year is the 125th anniversary of Van Gogh's death. "This was the direct trigger to honor the artist through a theme year, celebrating the inspiration he has left with us," says Evelina
