Regional – As part of a global rebranding campaign, Accor’s economy hotel brand ibis is launching a virtual pillow fight on Facebook.
The six-week online campaign, developed by Media Contacts Singapore, invites consumers in Asia to discover the ibis groups of brand from ibis Styles and ibis budget, as they throw virtual pillows at each other.
The top 10 scoring participants will win a three-night stay at selected ibis and ibis Styles hotels in popular destinations. In addition, each week one randomly chosen player will also win a hotel stay.
The three brands are tied together by the iconic pillow, with a different colour for each brand – red for ibis, green for ibis Styles and blue for ibis budget.
The pillow fight runs until 27 November and Fans of the ibis Facebook page can connect to the ibis Pillow Fight Party application to create customised pillow and craft messages for their friends. Each virtual “throw” earns one point, while each pillow thrown back at them earns them two points.
“We believe that harnessing the power of social media is one of the best way to introduce our Asia Pacific consumers to the brand,” Jens Uwe Parkitny, VP of digital distribution and loyalty at Accor Asia Pacific, said.
“We think this application will energise our Facebook fans and help them discover the ibis family in a fun way,” Parkitny added.
The ibis Pillow Fight Party Facebook application is available in English, Thai and Bahasa Indonesia. ibis has 177 hotels in Asia Pacific.