True to the core product
A hotel room door represents excitement and wonder (is this a shitty hotel room or a great hotel room?)—and it is instantly recognizable. This was the perfect symbol for both visuals, interactions and the big prize.
Making it personal
A hotel room door represent excitement and wonder (is this a shitty hotel room or a great hotel room?)—and it is instantly recognizable. This was the perfect symbol for both visuals, interactions and the big prize.
Infinite grid, zero problems
Every 678 374 doors got placed on our infinite touch friendly big grid for easy exploring. We even threw in some physics to make the small ribbons follow the dragging motion.
Details matter, god damn it.
Keep ‘em wanting more
By returning each day during the campaign, visitors were granted another door, and signing up for the club or sharing the site, each granted even more doors. More doors meant better chances of winning. And boy, did people want more doors.
AVERAGE DAILY USERS
FACEBOOK SHARES FROM
Rock solid engineering
Peaking at 200+ req/sec our app didn’t even break a sweat. For our backend we used Facebook owned Parse.com, which runs a pretty big operation, but we maxed™ out their (at the time) highest req/sec limit. They raised the limit to double that after our campaign. Just saying.
Connecting physical to digital
50 000 claim-a-free-door coupon cards were printed, and each hotel could freely distribute them to guests as they saw fit. We even created an internal competition between hotels on who could get the most guest to sign up.