Page 48 - Best Digital Marketing Campaigns in the World
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Doritos Hotel 626 39
Spooky! Players could only access Dorito’s Hotel 626 online game at
night.
Hotel 626 on location
The video for the campaign was shot in an abandoned mental hospital outside
Stockholm, Sweden. When the production team arrived they found ‘bloody’
handprints on their hotel room showers – a welcome message from the team at
B-Reel who were working on the shoot (http://bit.ly/e5CnUh).
The run-down state of the hospital worked perfectly, and there was little
need to dress any of the sets. One night after shooting had finished the security
guard heard footsteps. He investigated, but couldn’t find anyone. According to
locals former patients often return to sleep in the hospital’s basement.
Most of the shoot took place indoors, but one shot needed to be outside at
night. But this was Stockholm in the middle of the summer. Real ‘night’ only
descended at around 1.30 am, and only lasted about an hour – adding another
quirky challenge for the team.
Results
Hotel 626 is a classic example of how really compelling content can propagate
virally across the social web. Without paid advertising the site was featured
