Ibis Hosts World's Biggest Virtual Pillow Fight

Innovative Facebook application invites Asia-Pacific fans to discover ibis brand family and win hotel stays

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. October 25, 2012

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 invites netizens in Asia-Pacific to discover the ibis family - ibis, ibis Styles, and ibis budget - as they throw virtual pillows at each other and stand the 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 three unique personalities of the ibis brand family in a fun and creative way. The three brands - ibis, ibis Styles (formerly all seasons) and ibis budget (formerly Formule 1) - are tied together by the iconic pillow, with a different colour for each brand - red for ibis, green for ibis Styles and blue for ibis budget.

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 customized 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 and ibis Styles hotels in popular Asia-Pacific destinations including Bangkok, Bali and Singapore. In addition, each week one randomly “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 application,” says 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 energize our Facebook fans and help them discover the ibis family in a fun way.”

Today the ibis brand family has 178 hotels in Asia-Pacific, including 113 ibis, 42 ibis Styles and 23 ibis budget hotels.

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. (http://www.facebook.com/ibis).