Renaissance Hotels have been making waves with the launch of Discovery Doors – the brand's first interactive film based gaming experience.
The campaign launched in mid-August and enables users to explore a real life Renaissance hotel online while unlocking unexpected elements of surprise behind every door.
How it works
Players of Discovery Doors are prompted to find "keys" which open doors in the online experience. Behind every door lies a unique discovery – the filming of a silent movie, an 80's breakdance battle and CeeLo Green himself amongst them – and a chance to win one of over 500 select prizes, including weeklong stays around the world, upgraded VIP accommodations and weekend stays among other prizes.
Once they've used their initial keys, players of Discovery Doors can continue to open doors and win prizes by collecting additional keys, via:
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Sharing a unique Discovery on Twitter @RenHotels with the hashtag #RDiscovery
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Sharing a Discovery on RenHotels.com via Twitter
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Inviting friends to sign up for Discovery Doors
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Checking into a Renaissance Hotel in person
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Checking into a Renaissance Hotel location via Foursquare
3 reasons why I love it
While the concept of gamification is not new in the online marketing realm, there are a few things that make this campaign stand out from so many others.
In particular:
It's absolutely on brand
The campaign creators have very consciously injected the Renaissance Hotel brand into the game from top to bottom. From the atmosphere in each video to the interactions with the characters, you can tell this brand cares about communicating exactly where they stand.
It's pushing the envelope on creativity
Created by New York communications agency Anomaly and directed by award winning director Jason, this campaign is a far cry from the generic random-draw sweepstakes that we so often see.
Embracing the outside of the box and thinking about creating an extraordinary user experience – how often have you seen CeeLo Green serenading guests before? Never – is exactly what's giving this campaign momentum. They make people want to share the experience and talk about it over and over again.
It encourages the right kind of action for the brand
As a player moves through the game, there's never a moment where they feel pressured into sharing or moving on against their will. The social interaction points are extremely seamless and don't feel pushy at all. In other words, the incentive to move deeper into the game matches the call to action extremely well. This is key to keeping users engaged and taking action in all the ways that matter.
What can you learn from Discover Doors?
Renaissance Hotels have some great tricks up their sleeves. What's the takeaway for your brand after taking a closer look?
Source: TRO Smith
