Accor Live Limitless (ALL) leveraged its shirt sponsorship with of French football heavyweight Paris Saint-Germain (PSG) at the start of the year with a new activation which offered loyalty programme members and PSG fans a chance to scoop a special experience with the stars of the Ile-de-France club.
Led by a digital video, the campaign promotes a competition – the ‘ALL X Limitless Challenge’ – which invites consumers to challenge players to anything from a lightsabre duel, a karaoke night and even a spot of ballroom dancing.
The commercial, which features PSG stars Presnel Kimpembe, Keylor Navas and Ander Herrera, debuted on the brand and team’s social channels on 8 January and aimed to drive members to participate by logging in or driving new registration sign-ups online at http://limitlesschallenges.accor.com/fr.
There users can enter the passions they want to share and the player they want to challenge around this passion. Three winners will be chosen on 1 February to live out this fan/player experience.
The challenge campaign’s supporting content is linked by the hashtags #LimitlessChallenges, #ALLtogether and #ALLsport.
The aim of the activation is to promote the loyalty scheme, drive sign-ups and to reinforce its positioning as more than just a loyalty scheme, but rather as a ‘daily lifestyle companion’. Offering unforgettable experiences.
Thus the activation translates Accor’s vision of the notion of hospitality as something which reaches far beyond simple accommodation and which is something centred on the idea of experience and something shared with others.
Comment:
Rival Marriott Bonvoy leverages its partnership with Manchester United through a similar experience led strategy.
Links:
Accor LL
http://limitlesschallenges.accor.com/fr
PSG
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