Global digital agency, Reactive has launched the website for Mirvac Hotels & Resorts’ "Best Year Ever" promotional campaign.

Incorporating real-time social media interaction and user generated content, this branding campaign encourages guests at Mirvac’s hotels to share precious memories from their holidays with their friends and followers on Facebook, Twitter and YouTube.

The "Best Year Ever" campaign includes a competition prize as well as smaller monthly and daily prizes for Mirvac guests who share their memories via its campaign microsite and other social media networks.

Guests, and their friends and followers, are given the opportunity to vote for their favourite Mirvac memory, with the monthly winner choosing from a selection of short breaks. The monthly winners also go into the draw to win the major prize of a trip for two around the world, including accommodation.

"We know that the best promotion of Mirvac Hotels & Resorts is via word of mouth referral from our guests. The social media capability of our 'Best Year Ever' site is a critical component, because it encourages our guests to share their Mirvac memories with their friends and followers via word of mouth, email and on Facebook, Twitter and YouTube, plus, rewards them for doing so," said Linda Sweeney, group marketing & communications manager, Mirvac Hotels & Resorts.

"We’re very proud of our work on Mirvac’s ‘Best Year Ever’ microsite as it features effective web 2.0 technologies to help engage our audience, such as encouraging instant participation and real-time sharing of content generated by guests at Mirvac’s Hotels & Resorts to build the group’s brand amongst their friends and family," adds Tim O’Neill, joint managing director of Reactive.

www.thebestyearever.com.au