HotelF1 is a budget hotel brand with locations throughout France. Over the past two years, the brand has repositioned itself around the idea of road trips in order to attract a younger target market.

We are helping HotelF1 by creating entertaining content that speaks to 18-34 year olds, an age group that is familiar with digital technology and consumes a large amount of digital content. In 2017, Hotelf1 asked us to explore new forms of communication, based on digital experiences and the involvement of its targets in the campaign.

On July 12, 2017, we released the first version of the game, which included four levels. We kept the code open source and uploaded it to the collaborative software development platform Github, where it was downloaded hundreds of times. Contributors had access to all of the graphics, programming scripts, and music assets.

We then organized a hackathon that included dozens of contributors.

The project was publicized on Eclypsia, a gaming channel on popular streaming platform Twitch. Three 48-minute shows (07/23/17, 08/01/2017, 09/27/2017) were broadcasted to promote the game, live comment on the coding process, and recruit contributors along the way.

Melty covered the project with a Facebook Live video, viewed by 30,000 people on the day of the hackathon (10/14-15/2017).

Word spread quickly throughout the gaming community and the event was widely shared on Twitter, Facebook, and various gaming forums.