Maybe the hospitality industry is about fun and games after all. Marriott International created what it is calling the hotel industry’s first ever video game for the opening of W Bellevue in Washington. W Hotels Worldwide worked with LA-based marketing agency Pen&Public to launch the virtual touring game Belle the Bear June 15. The adventure video game allows visitors to navigate an animated character through cityscapes inside the new property.
W Hotels took a throwback-style approach to the game. The retro interface was inspired by the game Frogger, which revolved around dodging obstacles to reach a destination. In the new version, Belle is required to avoid drones and robots while collecting cocktails and W-logoed objects to gain points. Hitting a cannabis leaf will cause Belle to turn into a gummy bear and collecting one too many cocktails results in Belle’s commands being reversed.
In addition to offering a virtual interactive experience, W Hotels is rewarding players in the real world. The top five highest scores recorded before July 15 will receive prizes, including a complimentary three-night stay in the Extreme WOW Suite at W Bellevue, round-trip plane tickets for two, dinner for two at The Lakehouse and a $500 shopping spree to The Bellevue Collection.
Bellevue, Washington is a flourishing, tech-centric town with a wide audience of gamers. Anthony Ingham, Global Brand Leader for W Hotels Worldwide, said the motivation for the video game was a desire to tap into that energy. The elements of competition and incentive are part of a strategic marketing campaign.
W Bellevue includes 220 guest rooms and 25 suites, 10,000 sq. ft. of meeting space and is connected to Westin Bellevue by a sky bridge. W Hotels Worldwide currently maintains 50 hotels around the globe and is expected to continue expanding within the U.S.