Hilton Hotels Unleashes Bed Head Models in Malls - Event Marketer

Hilton Hotels Unleashes Bed Head Models in Malls

DB_BedHeads_2007 Ex
Brand: HILTON
Agency: HALL EVENT GROUP
Awards: EX AWARDS — BEST MALL EVENT PROGRAM
Year: 2007

Not since your college days would you even consider showing yourself in public with a case of bed head—you know, the super-mussed non-hairstyle that you can only get from sleeping soundly all night long. Hilton’s Hampton Inn hotel chain figured it could make the look cool once again.

The Proud To Be a Bed Head campaign was designed to help the mid-price brand stand out among a sea of competitors that have introduced upgraded mattresses and bedding in recent years. While they were at it, Hampton marketers figured they could use a live marketing campaign to help drive customers—in both the business and leisure travel segments—to make their reservations online, instead of through the more-expensive-to-operate phone system. Pajama-clad improv comedians, all with seriously messed up hair, visited 10 cities, turning every stop into a mini-celebration. Reps spent at least two full days at busy, high-traffic malls, distributing Bed Head goodies and entertaining shoppers with a little taste of comedy.

For each visit, the brand contracted with the venue to install a Bed Head-themed 3-D chalk art installation by master street artist Kurt Wenner, which was always used as the ambassadors’ center
of operations.  In light of the online reservations push, all efforts drove consumers to hamptonbedheads.com where they could learn more about Hampton’s new bed, and enter a sweepstakes by uploading pictures of themselves with bed head.

The results were anything but sleepy: boatloads of media impressions and total online reservations up an amazing 30.1 percent versus the same period in 2005, generating an incremental $39 million in revenue.

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