IHG: Crowne Plaza Echo

Crowne Plaza, a hotel brand, launched its second Amazon Echo pilot into ten rooms in its hotel in New York, US, allowing guests to use voice commands during their stay.

Campaign details

Brand: IHGRegion: North America

Objectives

The strategic objective of the Amazon Echo v2 pilot was to create an innovative one-of-a-kind digital experience for our guests and to better learn how guests use smart speakers, such as Amazon Echo, in order to inform our long-term commercialization roadmap.

The major challenge was that we were exploring an immature platform to accomplish something that has never been done before.

Target audience

The target audience is IHG Crowne Plaza guests in the Americas region.

Creative strategy

Our creative strategy was to align the digital experience with our Crowne Plaza...

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