ZÜRICH Swissôtel Hotels & Resorts is launching a social media campaign featuring short video clips that the company hopes will go “viral,” or be widely shared across the Internet.
The initiative, dubbed “Great Conversations at Swissôtel,” will consist of a series of short video clips posted every few weeks and distributed exclusively via social networks and online media. The clips are produced in collaboration with advertising agency Saatchi & Saatchi.
“The term ‘viral,’ which is taken from the medical field, refers to the mechanism by which a message is passed on from one user to another, much like a virus,” says Debora Scott, Swissôtel’s director of brand marketing. “We are keen to communicate with our customers in any way that they feel comfortable with. By using this form of word-of-mouth propaganda, we will be trying a different approach this time. Of course, we can only plant the ‘virus’—the rest is out of our hands.”
The clips can be viewed at www.swissotelfilms.com.