Tomorrow, the Hilton in Times Square will be the first hotel to live-stream a concert. OMD, Hilton's media agency, partnered with SpinMedia to give a new twist to Hilton's "Our Stage. Your Story," campaign.
Hilton Hotels & Resorts YouTube channel will stream the performance by Mikky Ekko starting at 8 p.m. While Hilton will keep the Times Square concert intimate with just 250 attendees, OMD has used paid media buys to promote the live-stream event. The following day it will be featured on YouTube's masthead, with exposure to the site's 45 million unique daily visitors.
"We were thinking about ways to refresh the Hilton brand," said Kyle Zvacek, group director for OMD. "We thought about ways to provide new guest experiences and this is something unique—we're only doing two this year. We kind of took [the creative campaign] literally. It's where we saw the brand going and it can enhance guest experiences."
According to Zvacek, OMD partnered with SpinMedia because it had the best talent list. This is the second concert for Hilton this year, Bridget Kelly performed at the Hilton Checkers in Los Angeles in the spring.
"OMD helps us breathe life into [the] brand campaign and proposed a unique partnership with Spin," said Nancy Deck, vp of portfolio and full service brand marketing. "We think it's a really tangible example of us providing an enriching experience to folks."
Publicis Kaplan Thaler in New York, created the "Our Stage. Your Story," campaign for Hilton.