Sheraton gets into a pillow fight

Singapore - Sheraton Hotels & Resorts have set up a rich media embedded site - Sheratonplay - which enables visitors to engage in social games while letting them book reservations or search travel options.

The site, which lets users participate in a virtual pillow fight or splash fight with multiple web users, was developed by Sheraton's online agency Avenue A| Razorfish in conjunction with the rich media vendor Eyeblaster to support the brand's goals to bring people together and allow them to interact while travelling. The game technology will also run on rich media banners in websites where Sheraton advertises in such as Trip Advisor and AOL Travel, so visitors of these sites can play the game without leaving the web page.

"Sheratonplay.com uses a unique functionality to encourage our on-line guests to interact as a group in a fun, creative way as they book a reservation or simply search their travel options. Our research tells us that the Sheraton guest is a 'social being' who enjoys interacting with others while traveling. This site naturally supports our brand platform and positions Sheraton as a leader by leveraging technology in an unprecedented way," Brian Povinelli, vice president of marketing for Sheraton said.