HotelTonight is ramping up to drive sales of more hotel rooms ahead of the popular Memorial Day travel weekend, and is offering limited-time rooms in select locations for $99 through May 21. The marketer is encouraging travel enthusiasts to follow along with the promotion via the #HTroulette hashtag, under which it will post information related to the flash sales and entice consumers to make quick booking decisions. “[The success of the campaign] depends entirely on the context,” said James McNally, director of business development at Fuzz Productions, Brooklyn, NY. “For most brands or products, this can be a great way to get in front of new users and position the brand or product as more embedded in the users’ social context (i.e. within a circle of trust). “An ancillary benefit of course is driving users to social channels, where they can be served future marketing messaging,” he said. “Needless to say, it’s not as simple as posting the deal on Facebook and watching the conversions roll in; promoting on social is tricky for brands, and needs to be done tactfully. Get the full story at Mobile Commerce Daily