The ibis, ibis Styles and ibis budget brands continue to develop their youth communication by opening the @ibishotels Snapchat account. To celebrate the launch, the hotel brand has created Sleepathon by ibis; a quirky, innovative digital operation designed in collaboration with communication agency BETC. Just as they would if it were a real marathon, Millennials are going to have to prepare for the sleepathon. But they won’t be needing their running shoes. To take part all they’ll have to do is take snapshots of themselves in a sleeping position! After the Planking, Pottering and Vadering trends, which have taken the Internet by storm in recent years, ibis asking snap-chatters to take snaps of themselves pretending to be asleep in unexpected places.
To stay in the competition and complete the Sleepathon by ibis, sleepathoners must:
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Take a snap of themselves every hour in a sleeping position;
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Add Snapchat’s time filter
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Send the snap to the @ibishotels Snapchat account
The Sleepathon kicks off at 10 am, and finishes at 10pm. That’s a total of 12 hours, or 12 snaps in sleeping positions, with 12 ibis, ibis Styles and ibis budget overnight stays around the world, up for grabs. If some participants miss the kick-off, there will be several “Sleep challenges” at unexpected moments throughout the day. They can take part in them to make up for lost time. These challenges will send all the account’s followers a private message with tips about what kind of photos they must take to try to win even more prizes.
Antoine Dubois, Communication, Advertising, Social & Media Senior Vice-President at AccorHotels, explains: “For several years now, the ibis, ibis Styles and ibis budget economy brands have actively sought to create innovative and disruptive digital experiences. After Sleep Art, Ultimate Sleep and Capture ibis Styles, this latest operation once again showcases the ibis brand family’s ability to revamp so it can engage with young people and boost its notoriety with this public. For the first time, the brands' communication system now also includes SnapAds, the all-vertical advertising format available on Discover Snapchat in France and the United Kingdom.”
Sleepathon by ibis is an international event, held in several countries in Europe (France, the United Kingdom, Germany, Italy, Spain, Portugal, Poland, the Netherlands, Belgium), Africa and the Middle East. Teams are also currently considering hosting the event in other countries, notably Brazil and some Asian countries. The first Sleepathon was held on October 29 and the winners are still being decided.
