????我寫道“我希望飛行旅程中少點兒顛簸”。她鼓勵我把對話氣泡磁力貼貼到柜臺的側(cè)面去，那里確實已經(jīng)滿是人們的回饋：房間里該設(shè)置iPhone充電器；用微笑歡迎我；放上一個冷水瓶吧。來自凱旋公關(guān)公司的卡利斯勒?坎貝爾表示：“人們很喜歡這個活動，他們的答案無所不包，從軟點兒的枕頭到免費無線網(wǎng)絡(luò)信號再到熱辣的空姐?！?/p>

????當然，逸林酒店不可能給你提供“熱辣空姐”，因為它終究不是家民航公司。免費無線網(wǎng)絡(luò)倒是可以提供，可現(xiàn)在逸林還真沒有做到：在休息室、公共空間都有免費信號，貴賓俱樂部成員也可隨時免費上網(wǎng)，但普通旅客在房間里還是享受不到。全國宣傳之旅后，逸林收到的絕大多數(shù)答案都是要求無線網(wǎng)絡(luò)（包括當面提交的回饋和Twitter消息），那是否真的會在所有房間免費提供呢？坎貝爾只肯說：“旅行之后，我們肯定會評估人們想要什么，或許還會作出調(diào)整?！?/p>

????公允地說，此類活動的目的并非真是要改善酒店，而是向世人宣告自己的存在。對帶著女友從丹麥來到紐約的26歲旅客雅各布?斯科喬爾德-喬金森來說，這一招頗有成效。“蒂蒂！”他一邊叫著女友一邊鉆進帳篷，“巧克力曲奇！”雅各布猜測道：“他們或許是想要吸引新顧客，曲奇很不錯。”

????曲奇確實不錯，可沒人能保證這會讓某個旅客下次訂酒店的時候這么想：“啊，我應(yīng)該住在逸林酒店，他們的曲奇很不錯呢。”或許吧，再說25美元的禮品卡更加實在、更有誘惑力。到了下午5點活動結(jié)束時，為當天準備的1萬塊曲奇幾乎已經(jīng)發(fā)光了（另有200塊昨晚烤完就送到了附近的麥當勞叔叔之家，這是逸林酒店本地慈善合作伙伴中最近的一家）。

????哈瓦斯（Havas）公司首席執(zhí)行官戴維?瓊斯在他關(guān)于社交媒體與公司責(zé)任的著作《有心者勝》中指出，在如今這個“極為透明”的新營銷世界，企業(yè)必須牢記，“關(guān)注再也買不到了，你必須努力去掙。”周三這天，逸林酒店肯定算得上在熙熙攘攘的熨斗區(qū)贏得了行人的關(guān)注。從芝加哥來紐約的邁克爾?胡說：“這事兒看起來太奇怪了，我得看看咋回事才行”。

????可它真在Twitter——整個營銷活動的引擎——上獲得了關(guān)注嗎？這一整天，Twitter與#littlethings活動有關(guān)的消息大多都是逸林自己的賬戶或者與活動有關(guān)的公關(guān)人員所發(fā)，其他人自發(fā)的信息少之又少。況且，#littlethings在Twitter上是個很常用的標簽，人們可能用它來描述當天過得怎么樣或是發(fā)點小牢騷。

????I wrote down "I'd like less turbulence on flights." She encouraged me to stick the magnetic speech bubble onto the side of the counter, which indeed was covered in responses: iPhone charger in the room, greet me with a smile, cold water bottle waiting. Carlisle Campbell, from PR-firm Ketchum, exclaimed: "People are loving this, and the answers have been everything from a softer pillow to free wi-fi to a hot flight attendant."

????Of course, your hotel can't offer you a "hot flight attendant" because, well, it's not an airline. What it can offer you is free wi-fi, but DoubleTree, for now, does not: it's free in the lobby, in public spaces, and to its Honors club members, but not in rooms. After this whirlwind tour, with the vast majority of answers (both in-person and on Twitter) being requests for wi-fi, is it likely DoubleTree will begin offering it free in all rooms? Campbell would only say, "After the tour, we will definitely be assessing what people want and, perhaps, making changes."

????To be fair, the point of a bonanza like this isn't really to improve the hotels, but to announce to people that they exist. That part worked on Jakob Skjold-Jorgensen, 26, a tourist visiting New York from Denmark with his girlfriend. "Titte!" he yelled to her after ducking inside the tent, "Chocolate chip cookie!" Jakob guessed, "They're probably trying to fetch new customers. The cookie is good."

????A cookie is indeed good, but it's no guarantee it will lead someone to think, when they next book a trip, 'Ah, I should stay at a DoubleTree, they have those nice cookies." But maybe. And the $25 gift card is a more concrete enticement. 10,000 cookies prepared for the day were almost all gone by quitting time at 5 p.m. (Some 200 more were baked for delivery to the local Ronald McDonald House last night, which was the nearest DoubleTree hotel's local charity of choice.)

????In Who Cares Wins, a book about social media and corporate responsibility, Havas CEO David Jones posits that in the new marketing world of "radical transparency," companies should remember that, "attention can no longer be bought. It must be earned." Certainly on Wednesday DoubleTree earned the attention of pedestrians in the crowded Flatiron district. Michael Hu, visiting from Chicago, said, "This thing looked so weird I had to come check it out."

????But did it gamer attention on Twitter, the engine fueling this entire effort? Throughout the day, there were very few organic tweets about the #littlethings campaign that did not come from DoubleTree's account or from PR people associated with the effort. In addition, #littlethings is a rather common hashtag across Twitter, used by people to express anything from how their day went to petty aggravations.