"The Smart Show" was a daily web series that sought out the clever, innovative and unexpected people, ideas and places in America. The show sparked viral interest from launch by opening with a national co-host search. Each episode was produced in less than 24 hours, keeping the content fresh, entertaining and down-to-earth. Jaunty music, lo-fi graphics and a casual style created an inviting experience, but sharp editing and great improvisation ensured repeat engagement.

The primary objective of "The Smart Show" was to drive engagement and consideration of the brand without pushing the hotels or amenities. Through millions of impressions and videos, an outstanding 76% of visitors who engaged with the show said they were more likely to stay at a Holiday Inn Express.