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Ibis seeks to rebrand with pillow fight on Facebook!

Media Contacts creates world’s biggest virtual pillow fight campaign across Asia-Pacific

BestMediaInfo Bureau | Delhi | October 23, 2102

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, the invites netizens in Asia-Pacific to discover the ibis family and stand a 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 customised 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 random ‘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 app,” said 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 energise our Facebook fans and help them discover the ibis family in a fun way.”

Gautam Dutt, Managing Director of Media Contacts Singapore, the global interactive media network of Havas Digital, 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.”

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.  (

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