With Pride on its way across the country, W Hotels have come up with a cool way to promote their properties while helping guests celebrate the event.
The hotel chain has partnered artist Baron Von Fancy to create three special Snapchat filters just for W Hotel guests. When you check in to a W Hotel, you can fire up the Snapchat app on your smartphone to get access to the new filters — they’re location-based, making them exclusive to people who stay in W Hotels.
The three filters give users a chance to add a little Pride flare to the photos they take and share during their stays at W Hotels. It’s kind of a great idea: W gives its customers an exclusive, artistic and fun bit of tech they can’t otherwise get on their own, and it gives both the hotel chain and its guests a fun, unique way to celebrate Pride.
Baron Von Fancy’s filters are also fun without being overbearing — they’re not like those Snapchat filters that drastically alter a person’s face or add big elements to the shot. Instead, they’re more message-based, giving smartphone photographers the opportunity to be the creative ones. Baron Von Fancy’s filters bring an artistic but text-based addition to the original image, almost like a thesis statement. The hands-off approach guides and encourages users to share their Pride photos, like a prompt.
Best of all, W Hotels is adding a charitable giving component to the promotion, according to its website:
“For all of June use these Baron Von Fancy Pride filters at or around any W Hotel in the United States and $1.00 will be donated to HRC. Now that’s something to celebrate.”
Finally, on June 16 during Pride in New York, W Hotels will unveil three full-size Baron Von Fancy paintings it commissioned from the artist. The pieces will be exhibited at W New York, before moving to W Atlanta and then W Austin for Pride festivals in those cities. The images will also be available on Snapchat.
W Hotels’ Pride partnership with Baron Von Fancy is a great example of cool ways that brands can use technology to show off their values, while bringing customers in on the experience. It’s a promotion that speaks to people and allows them to participate. When brands interact with their customers, they can foster a sense of cooperation and inclusion — and that helps with customer loyalty, while also doing good in the community. It can be easy for the folks behind brands to forget they’re also part of the world in which they their brands exist. W Hotels’ campaign shows that a brand’s goals can go beyond just driving customer engagement.