ibis and Media Contacts launch virtual pillow fight campaign

26 Oct,2012

By A Correspondent


As part of a new global rebranding campaign, Accor’s ibis brand family of economy hotels is launching the world’s biggest virtual pillow fight, with the “ibis Pillow Fight Party” Facebook application. The campaign, developed by Media Contacts Singapore, invites netizens in Asia-Pacific to discover the ibis family and stand the chance to win hotel stays at ibis hotels in popular destinations in the region.


The campaign, which targets Facebook users in the Asia-Pacific region, invites consumers to discover the unique personality of the ibis brand family in a fun and creative way. The inspiration for the campaign is the brand’s iconic pillow logo.


The pillow fight runs until November 21, 2012 and all fans of the ibis Facebook page in Asia-Pacific can take part in the fun. The first step is to become a fan of the ibis Facebook page and connect to the ibis Pillow Fight Party application. Next, participants create customized pillows and craft personalised messages to their friends. Then, the mayhem begins, as players throw their pillows at each other to score points – each virtual “throw” earns one point, while each pillow thrown back at them nets them two points.


At the end of the six-week campaign, the top ten highest-scoring players will win a three-night stay at selected ibis family hotels in popular Asia-Pacific destinations including India, Bangkok, Bali and Singapore. In addition, each week one randomly “Mystery Pillow” also rewards one player with a hotel stay.


“We are very excited to celebrate the rebranding of the ibis brand family with the launch of the ibis Pillow Fight Party Facebook application,” says Jens Uwe Parkitny, Vice President, Digital Marketing & Distribution, Accor Asia-Pacific.


“Given the rapidly evolving social media landscape – and its growing importance for reaching consumers – in Asia-Pacific, we believe that this application is one of the best ways to introduce the ibis family to our target customers.”


“In a way, the Facebook community in the region mirrors the ibis brand – energetic, savvy, connected and on-the-go,” Parkitny added. “We think this application will energize our Facebook fans and help them discover the ibis family in a fun way.”


Gautam Dutt, Managing Director of Media Contacts Singapore, said: “We wanted to use social media to communicate the rebranding undertaken by ibis in an engaging and innovative fashion. We had a great time working on this application and we are hoping that Facebook users in Asia-Pacific will have as much fun in interacting with this as we had in creating it.”


Today the ibis brand family has 178 hotels in Asia-Pacific, including seven ibis hotels in India.

The ibis Pillow Fight Party Facebook application can be played by Facebook users based in Asia-Pacific on desktop browsers and on iOS and Android mobile devices – and is available in English, Thai and Bahasa Indonesia. Fans can take part in the pillow fight and learn more about the ibis brand family by visiting the ibis Facebook page.  (http://www.facebook.com/ibis).


About Accor

Accor, the world’s leading hotel operator and market leader in Europe, is present in 92 countries with nearly 3,500 hotels and 440,000 rooms. Accor’s broad portfolio of hotel brands – Sofitel, Pullman, MGallery, Novotel, Suite Novotel, Mercure, Adagio, ibis, ibis Styles, ibis budget and hotelF1 – provide an extensive offer from luxury to budget. With more than 160,000 employees in Accor brand hotels worldwide, the Group offers its clients and partners 45 years of know-how and expertise.


About Media Contacts

Media Contacts (“MC”) is the global interactive media network of Havas Digital – the interactive division of Havas Media. MC provides data driven media solutions across all interactive channels: digital, direct response, relationship based media.


MC brings together professional expertise, proven strategic insight, and Artemis®, Havas Digital advanced proprietary technology platform, to maximize impact of the advertiser’s interactive media investment.


Since 1997, and in 42 countries in 54 cities across Europe, North America, South America, Africa, Asia and Australia, Media Contacts has been the trusted partner of more than 400 clients, including the market leaders in many industries, such as Air France, Danone, Expedia, Fidelity, France Telecom, ING Direct, Nike, Peugeot/Citröen, Repsol, Reckitt Benckiser, Sears, and Vodafone, amongst others.


Please go to www.mediacontacts.com for more information



Press contacts:

Accor Asia-Pacific

Chris Messer

Sustainable Development & Public Relations Manager

+65 6408 8835



Media Contacts Asia Pacific

Asiya Bakht

Director, Marketing Communications

LL: +65 65959311

HP: +65 94316454

Email: Asiya.Bakht@apac.mpg.com


Media Contacts-Havas Media, India


Associate Director, Marketing Communications

+91 98202 98208

Email: roxanne.b@in.mpg.com


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