Dive Temporary:
- Motto by Hilton, Hilton’s compact life-style lodge model, launched a social content material sequence that takes inspiration from choose-your-own-adventure video video games, per information shared with Advertising Dive.
- Every video, shot in an immersive first-person standpoint, reveals friends as they’re free of mundane duties by getting assigned “missions” and assembly up with creators. The content material, which is working on Instagram and TikTok, options visitor appearances from influencers Hannah Berner, Connor Wooden and Kordell Beckham.
- Motto by Hilton needs to higher attraction to Gen Z and millennial, or “zillennial,” vacationers and highlight core properties. Extra entrepreneurs are taking a social- and influencer-first strategy to achieve youthful customers who’ve tuned out conventional media and gravitated to trip rental web sites like Airbnb.
Dive Perception:
Motto by Hilton’s “Visitor Quests” sequence seeks to imbue vacationers with a sense of “essential character power,” a little bit of web slang that refers to folks seeing themselves because the protagonist in a bigger story. To that finish, the trouble takes a web page from video video games whereas leveraging influencers to focus on lodge experiences that Gen Z and millennial customers might worth. Motto by Hilton developed “Visitor Quests” with Movers+Shakers, an company that focuses on social-first advertising.
In every video, the viewer is proven a first-person POV of a visitor at a Motto by Hilton location as they’re assigned a “mission” by a disembodied voiceover, akin to taking advantage of a piece journey or getting over an ex, in a style that recollects franchises like James Bond and Mission: Unattainable. Because the friends attempt to accomplish these duties, they stumble upon influencers who take them on extra thrilling excursions that present a peek at Motto by Hilton facilities, together with a rooftop bar and hidden sound bathtub room. Alongside the best way, the display screen is overlaid with fake online game iconography, like “press X” button prompts, spinning character sprites and gauges monitoring power ranges.
Creators showing in “Visitor Quest” embody comic Connor Wooden in Philadelphia, comic and podcast host Hannah Berner in New York’s Chelsea neighborhood and “Love Island USA” star Kordell Beckham in Rotterdam. Hilton is positioning the sequence as a option to develop model consciousness for Motto, a model that focuses on main metropolis facilities and promotes cozy, compact rooms which are half of a bigger capsule lodge development.
“Our purpose was to blur the traces between journey content material and cultural storytelling,” stated Geoffrey Goldberg, co-founder and chief inventive officer of Movers+Shakers, in a press release. “By leaning into the language of TikTok and creating experiences that really feel playful, social-first, and participatory, we’re not simply promoting accommodations, we’re sparking tales that vacationers need to dwell and share.”
Hilton has been accelerating growth of its extra fashionable life-style lodge manufacturers, which embody Motto, Tempo and Cover by Hilton.
