案例库 · 广告与公关 · 市场决策 · 2019
这条还没译成中文，下面是英文原文。
Hasbro built a hotel where Trivial Pursuit answers are the only currency.
To teach Russians a board game they did not know, Leo Burnett Moscow opened a real hotel where guests paid for everything with trivia answers.
Hasbro · Leo Burnett Moscow
那一手
Trivial Pursuit was a staple in the US but almost unknown in Russia, so Hasbro and Leo Burnett Moscow set out to teach the gameplay rather than advertise it.
In spring 2019 they opened a two-storey cottage near Moscow with three bedrooms, a pool, a restaurant and a bowling alley, where cash and credit cards had no value. Every service was payable only with correct answers to game questions.
Booking required answering two questions on the hotel site and sharing the link. Guests who wanted to live 'like a king' had to display more knowledge, while the price of a humble instant-noodle dinner was the same currency.
为什么管用
- It put the product's mechanisms at the centre of a real-world transaction
- Paying with answers made the game's fun the thing being sold
- The two-question booking step seeded the mechanics before guests arrived
- A physical, shareable experience earned coverage a paid ad could not
可以搬走什么
If a product belongs indoors as a pastime, the sharpest demo can be to build the world where the pastime is compulsory.
后来呢
The Trivial Pursuit Hotel was shortlisted at the 2021 Cannes Lions in Brand Experience & Activation and won a Silver and a Bronze Lion, and it became one of the most-talked Russian creative cases that year. Hasbro and Leo Burnett Moscow built several other experience-led game campaigns afterwards.
资料来源
- Trivial Pursuit Hotel — кейсы российских креаторов в шорт-листах Cannes Lions
- Leo Burnett и Hasbro открыли в Подмосковье отель с оплатой знаниями
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