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.
-
Google Pixel creates ad campaign to highlight the 50th anniversary of hip-hop
Google Pixel is highlighting the birth of hip-hop with a new, multi-touchpoint ad campaign.
-
Marketing Briefing: U.S. marketers prepare contingency plans amid potential TikTok ban
The likelihood of a ban is still up in the air, marketers and agency execs say, which is why some are simply taking a wait and see approach while others are preparing contingency plans.
-
In graphic detail: Gamers are warming up to in-game ads
Comscore questioned gamers about their attitudes toward advertisements in games for its State of Gaming report. Digiday got a sneak peek.
-
SponsoredBrands are optimizing video production to drive user acquisition
Sponsored by QuickFrame by MNTN With brands increasingly investing in video ads on social media, marketers are enhancing their video production capabilities to unlock growth on Facebook and Instagram. Especially urgent in an uncertain economic climate, brands must minimize production costs while creating a high enough volume of social media videos to identify the creative […]
-
WTF is a data clean room?
Platforms use data clean rooms in order to share aggregated audience data versus user-level data.
-
Digiday+ Research deep dive: Agency spending on TikTok plateaus as brands struggle with what to make of the app
Agency clients' spending on TikTok may have hit a plateau, while brand marketers are still searching for the right answer when it comes to how much confidence they should have in the platform.
