Just before Christmas, FRUKT attended the Hotel Marketing Awards at The Savoy. We had entered our Aloft, Play & Stay campaign in two categories; 'best marketing' and 'best social media' - and we won both! The judges praised the campaign for its "innovation, creativity and ability to reach the target audience, Gen Y"
The Play & Stay campaign kicked off in June 2012 with a Facebook video from ambassadors, We Are Scientists asking bands to submit entries to their local Aloft hotel (London, Abu Dhabi & Brussels). Over 500 bands entered and we held a total of 27 live auditions across the three hotels.
The winning Belgian band, Sky Castles were chosen to come to Aloft London and write and record a song with We Are Scientists in a mere 12 hours. The entire creative process was streamed live through the Aloft Play & Stay Facebook app where viewers back home could assist the band with lyric suggestions and win spot prizes. At the end of the 12 hour session, Sky Castles performed their new track in front of a live audience, followed by an exclusive and intimate gig from We Are Scientists.