Ok, WordPress is a CMS (content manager or content management sistem) to create websites and blogs. WordPress is basically a system to manage the content we publish, which users can use it, and many other parameters that needs to be managed within a website or a blog.

But what about WordPress as AppEngine?
Is using WordPress to manage anything other than blogs or websites, you can use WordPress as a backend applications that are running on other systems like facebook pages, which is the case of Melia, mobile applications or other platforms.
It is certainly not common but frequently used as a way to keep costs relatively low compared to using development from scratch and customized.

To illustrate this way of using WordPress in WordCamp Mallorca we have a very powerful and original case study, social media contests for Melia.

Marco Fantón, Social Media Director for MELIA will explain how to use WordPress in an innovative way as App Engine. They have created a platform based on WordPress Multisite for creating quizzes as social apps for customers, interact with them and reward them for their loyalty. Create campaigns using WordPress based webapps and reach users through Facebook, Twitter, Google+ and Instagram is possible and Marco Fanton will tell us his experience.

In this gallery you can see the result of what manages the wordpress development of Meliá: