Moby Hotel

Mute Records

Website:www.mobyhotel.com

A project for Mute Records that snowballed into a large scale digital campaign aimed at attracting new site users and intriguing the existing fanbase. We created a virtual hotel where visitors can register and then receive their own room, as well as a range of interactive content to inform and amuse.

A range of marketing techniques were implemented throughout the campaign which included a weekly newsletter (sent in the style of a newspaper), at least one new floor and / or room (game, shop, or activity) added per week, new radio stations on the in-room radio (exclusive track previews), viral games, e-cards, country specific content areas, and VIP areas only open to people who owned the album.

The project was deemed a great success and over the three month campaign we had over 35,000 registered users (not all visitors registered).

Brief

Moby Hotel offer an engaging/evolving web based experience that encourages repeat visits. Roll out a wide range of marketing techniques over a 3 month period. Accomodate different content ideas and timescales for an international audience.

Concept

The Hotel was designed and programmed to continually transform its appearance through a 24hr daily cycle (for instance as nightime draws in the hotels lighting environment will change - dark cold nights loom in, room lighting is turned on etc). This was achieved by programming the website to read the users current clock time.

It was important to make the hotel feel that it was a real experience, so that narratives are developed, encouraging the flow of hotel users back to the site again to see what has changed. Like any hotel ‘Moby Hotel’ wants to keep your business and have you back - to stay again.

So in the virtual world we need to bring site visitors back again and again, to do this the site will continually be updated with new content so that fans want to come back to the site again and again. The architecture of the hotel will be modular so it is easy to add sponsors content and rooms when needed.

Delivery

A vast array of interactive content was rolled out over a 3 month period which acted as a hub for the print marketing campaign.

Nation specific content areas were created.

A protected 'VIP' area was created with content that can only be accessed by people who owned the album. Using Hypertag

Outcomes

40, 000 registered guests Moby's label considered the exercise a great success BT Digital Music Awards nomination for best campaign and website