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THE ask:
Create a 360 campaign with experiential activations that create national awareness surrounding the Avid brand.
the brand:
Avid is IHG's new midscale hotel brand that aims to reach the modern traveler.
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The Avid brand is designed to take the pain out of traveling and provide guests with a modern, comfortable experience within the perfect balance of quality and price.
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A stay at Avid includes everything you need, but nothing you don't, and the essentials are done right every time. This no-frills approach allows for the hotel to be a supporting character in our guests' travel experience.
By spending less time and money on the hotel room, they can spend more time and money out of it.
Talents represented: research, experiential strategy, art direction
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Team: Da Wan, Dayna Edmonds, Deeksha Biddappa, Dharmesh Padia, Jiawei Hu, Maria Tamayo, Meredith Phillips, Mijin Han, Olalekan Aleem, Shreya Srinivasan, Sonia Sayani, Taylor Lewis, Thuy Pham
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organizing idea:
Our insights led us to freedom. Millennials seek to blaze their own trail and live without rules, to consistently experience the free and open road.
28.7 million
Millennials that identify as college football fans
48%
of these Millennials will travel and stay over night to attend a college football game
online component: avid college pick 'em
The Avid College Pick 'Em online activation will give our users the freedom to choose the winners of college football games each week of the regular season. Users will play for free stays at Avid hotels, college football tickets, and the grand prize of an all expenses paid trip including 4 tickets to the NCAA College Football Playoff Championship Game.
avid college pick 'em tailgate tour
The Avid College Pick 'Em Tailgate Tour will hit big games across the nation throughout the season to remain at the top of our sports fans' minds.
refresh & recharge
As Avid Hotels aim to take the pain out of traveling, the Avid College Pick 'Em Tailgate Tour aims to take the pain out of tailgating.
In our upscale portable restroom stations strategically placed around the tailgating area, fans will find a clean place to use the restroom and freshen up with clean water and ice, disposable wipes, and air conditioning or heat depending on the time of year. Essentials done right!
winning catch 360 photobooth
Avid tailgaters will enjoy the opportunity to show off how stylish they can catch a football with 360 degree cameras. Think OBJ in the endzone- but with an instant digital "boomerang" type photos that will be shared on social media.
Avid tailgaters will get to make their Avid College Pick 'Em picks before game time on our interactive screens and watch games that are being played elsewhere to see how their picks are doing.
The Big screen
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