Aloft: Play & Stay

Our mission is to build brand differentiation for Starwood Hotels (Aloft, in this case) in a crowded marketplace by building their profile in entertainment.

Objective

To increase interest and desire for Aloft hotels by demonstrating a passion for music.

Getting Bands to ‘"Play and Stay" in Aloft Hotels

FRUKT created a social media-driven hunt for new musical talent, giving bands the opportunity to "Play and Stay" in Aloft Hotels and  a chance to write an exclusive track with the band We Are Scientists.

We engaged the talent, sourced 27 bands and delivered nine gigs across three different territories, culminating in a unique 12-hour recording session for the winner with We are Scientists. We turned a hotel room into a pop-up studio, invited fans to curate the track then streamed it live on a dedicated Facebook app. "Little Bit of Feel," the new single, was made available for immediate download.

Results

FRUKT's strategy resulted in 100,000 Facebook App visit, a cumulative Twitter audience of 45,000, 1,500 attendees across the three gigs and two Hotel Marketing Awards.

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