On DJ Snake concert on 11 June 2022 at the Parc des Princes. Accor with its brand Accor Live Limitless (ALL) ask us to imagine a tactical operation that must be easily adaptable: If SOLD OUT if not SOLD OUT.

The main cap was to make an operation that enhances the value of ALL members or gives them an advantage and redirect to the ALL subscription. Accor also ask us to show the galaxy of brands through the operation and try to bring DJ Snake into the activation. There was therefore a challenge to make this operation desirable despite a concert that was not sold out and therefore easily accessible.

The problem? ALL wants to be a lifestyle brand but is not known as a music partner.

The main objectives of the campaign were:

CONNECT EMOTIONALLY WITH THE AUDIENCE

ANCHOR ALL MUSIC PARTNERSHIP

MAKE ALL UNDERSTANDABLE

To celebrate this concert in DJ Snake’s hometown, we wanted to revive the iconic game we all grew up with: Snake. A customized version of the famous game has been released, in the aesthetics of 8-bit games... but instead of having to eat apples to grow up, the snake has to swallow vinyl records!

The game was full of references to DJ Snake and to the hotel world: graffitis, travelers’ suitcases, waiters who rush through the playground and make the game more difficult, etc.

Depending on their score, fans got limitless experiences rewards. The players who established the highest scores among all participants get VIP tickets, a meeting with the artist at the Molitor on the day following the concert.

Other players who performed well get regular tickets for the show, a dinner at the Molitor hotel, and so on.

It was important for this activation to create an operation which connect with the artist and his fans culture to be relevant and closer to our target.

For SNAKE, his comeback in Paris and more over in Parc des Princes is a big source of nostalgia from his past when he was in France. We’ve decided to play on a common nostalgic asset which resonate with the artist: The Snake mobile game, known and loved from everyone to anchor the music partnership of ALL and the DJ, get new members for the loyalty program and grow affinity between the brand and music fans.

We launched the campaign on June 1, 10 days before the concert.

A customized version of the game, in the aesthetics of 8-bit games...the snake had to swallow gameplay elements referring to Accor and the DJ: vinyl records, travelers’ suitcases...

Depending on their score, fans got rewards. The players who established the highest scores could win VIP tickets, including a meeting with the artist at the amazing Accor Molitor 5-star luxury hotel.

We selected four influencers to connect with our target audience. They were all Music freaks, Lifestyle and Travel buffs, which fitted perfectly with the persona DNA of DJ Snake fans. These influencers shared the game and contest on social media.

We asked DJ Snake to share the URL of the game on his social media channels. We had thousands of new visitors to the site, and we got some earned media from musical and traditional media.

The campaign was a great success. Participants got caught up in the game and replayed many times and came back to the site several times.

The social media campaign reach 7,7M people and generated 154k clicks to the web app.

900k games played by 70k unique players, an average of 13 games played per participant. And 10k valid participations have been recorded.

On average, players spent 2 minutes 47 minutes on the web app and 20% of the visits were from users who had already played a game.