Booking.com chose to celebrate Halloween by showcasing some of its more interesting properties: haunted hotels. It worked with Wieden+Kennedy in Amsterdam to create a campaign highlighting the unique characteristics of seven featured hotels by mimicking horror movie-style posters. The Stay If You Dare campaign encouraged bookings of the eerie accommodations while providing an immersive and engaging experience that helped drive brand awareness.

Launch the campaign
Published
March 2014
Topics

The Story

Booking.com chose to celebrate Halloween by showcasing some of its more interesting properties: haunted hotels. It worked with Wieden+Kennedy in Amsterdam to create a campaign highlighting the unique characteristics of seven featured hotels by mimicking horror movie-style posters. The Stay If You Dare campaign encouraged bookings of the eerie accommodations while providing an immersive and engaging experience that helped drive brand awareness.

For this integrated campaign, it was essential that the website be device agnostic. With this and our campaign assets in mind, we sought to fully exploit recent technological advances to provide a rich and haunting experience. This led to our unique reverse scrolling interaction that takes viewers on a cadaverous climb up a staircase past petrifying haunted hotel posters. To round out the experience, we added context-specific ambient sound and movement. The climb ends with the campaign’s feature video.

The Technology

The Results

The creative use of new technologies to produce a haunted digital campaign hub reinforced key messaging, drove exposure and sales for the featured hotels, and increased awareness for the Booking.com offerings. The overall campaign was a success, especially the digital platform, which exceeded expectations with more than 90,000 visits over the campaign’s short duration leading up to Halloween.

90,000+

Visits over the duration of the campaign

36,000+

Views on mobile devices

2:13

Average time on site (minutes, seconds)

Launch Date Oct. 24, 2013