W Hotels: New/Next
Boosting brand favorability through an Xbox partnership
How we did it
Engaged music, gaming & fashion enthusiasts
Targeting high-travel-intent Millennials
Increased brand alignment with “exclusive & innovative” experiences
By promoting W Hotels “New/Next” destinations, wellness and music content
Spread awareness of “Wake Up Call”
A W Hotels Music Festival
Inspired by the open-minded culture and non-stop energy of New York City, W Hotels fuels their guests’ lust for life. Their audience is highly engaged online and always looking for a taste of the incredible. Knowing that a single, focused partnership would garner greater impact, W Hotels partnered with Yahoo. Together, we launched the “New/Next” campaign, designed to drive brand awareness and affinity with millennial luxury travelers.
Showcasing the best
“New/Next” showcased the very best of W Hotels: new properties, the brand’s FUEL wellness offering, and unique experiences like “Wake Up Call,” W’s take on luxury music festivals. Audiences had the opportunity to enter a W Hotels sweepstakes by watching a 30-second video, which led to a wealth of additional branded content. Through Xbox, W Hotels also beamed their brand into living rooms, forging even more intimate connections with consumers.
With high-energy content and innovative formats, W Hotels reached quality connections at scale and delighted young disruptors on Xbox. The customized, exploration-driven experience led to a 3-minute average engagement time, and boosted brand favorability by 11.6%.
Xbox landing experience
With passion-point content portals and interactive destinations
“Wake Up Call” music festival livestreaming
On Yahoo via our Video Stage Takeover ad format
Programmatic OTT video and audio
Across Spotify, Pandora & SoundCloud