Renaissance Hotels wants to help you discover what’s behind its doors through its new interactive video experience and game.
The hotel brand has 155 locations worldwide, but it still struggles with brand awareness, according to Dan Vinh, vp of global marketing at Marriott/Renaissance Hotels. That’s why Renaissance, with the help of agency Anomaly and director Jason Zada, decided to create a cool online experience called “Discovery Doors,” which it hopes will attract a larger and younger audience.
The interactive site is a simple game that prompts users to find keys to unlock Renaissance room doors to discover random, entertaining digital experiences and chances to win prizes. Players first have to look around the digital hotel lounge for keys to unlock room doors. There are 12 different rooms for players to unlock. For example, one door opens onto a breakdancing scene, another features Ceelo Green in a suite full of roses asking you to stay — just kind of bizarre, intriguing scenes.
Players can unlock more keys via social media. Through the site, players can connect to Twitter and share certain things using the hashtag #RDiscovery to unlock keys, or perform other social actions like checking in to Renaissance locations on Foursquare.
Prizes include travel packages like global VIP trips to destinations like Paris, Phuket and Sonoma, and shopping and culinary prizes like subscriptions to Birchbox and a wine gift box.
This “Discovery Doors” experience is reminiscent of the digital experience from Perrier, “Secret Place,” which unlocking clues at a secret Parisian party.
More in Marketing
As TikTok teeters, YouTube, Meta, Snapchat and more race to claim its ad dollars with incentives, discounts
Here’s what Snapchat, Meta, Pinterest, YouTube, Reddit, WeAre8 and Substack are doing to capitalize on the TikTok ban.
Discord’s advertising push continues: A Q&A with new Discord CBO Jules Shumaker
Most recently, she served as CRO of Unity between 2021 and 2024; prior to Unity, she worked as a vp of advertising for the game publisher Zynga.
Twitch streamers lament likely loss of TikTok as an audience referral engine
As the United States marches toward a TikTok ban on Jan. 19, livestreaming creators in particular are lamenting the potential death of the platform’s so-called “clipping culture,” which they believe had an uplifting effect on their followings on both TikTok and other platforms.