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Bridging the Gap Between Online, Offline and Mobile Marketing
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August 10, 2008

A girl, her tongue and a hotel room.

Please comment below and on CNN's iReport site:
http://www.ireport.com/docs/DOC-58396

This week, a new viral marketing video was released with the compelling title: "A girl, her tongue and a hotel room." Immediately, this title might spark many mental images, but before jumping to conclusions, let's explore the plot... a blonde woman steps into a hotel suite and begins to lick things. Ok? Got it?

I won't spoil the ending, but I can tell you that the blonde is NOT Paris Hilton and this is NOT another John McCain political commercial. However, it is about a hotel, though NOT the Hilton.

Watch and Comment

I'm very curious as to what reaction this video stirs in your mind:

  1. What do you think? 
  2. Effective marketing, or just plain disgusting? 
  3. Did it get the message across that the Hotel intended? 
  4. Would you actually respond favorably and go to the Hotel that sponsored this promotion? 
  5. Would you pass this video along or tell a friend? 

If you cannot bring yourself to watch the full video commercial (and I wouldn't blame you), the following is a spoiler in G-rated text: 

SPOILER
Blonde woman enters hotel room and heads first to the kitchenette area where a licking spree is about to begin. She licks silverware, the refrigerator handle and moves through the various areas of her hotel room. She licks the TV screen, the clock radio, the shower curtain, and, finally, the toilet, seat and bowl; all while making suggestive eyes at the camera. There is no music. Once the toilet has been given its finally licking, she reaches the climax, looking into the camera and declaring it *"VERY CLEAN!"* Arm extended, she opens her hand and we see the web address (URL) extstay.com inked on her palm.

What do you think?

Please comment below and on CNN's iReport:
http://www.ireport.com/docs/DOC-58396

NOTE: I'm not associated with Extended Stay Hotels or this video in any way. The video was released with the intent of getting people to pass it around and talk about it. That's exactly what we are doing.



Comments (6)
Ann said...
I saw this video on iReport, and the title was intriguing, but after watching it I think it's ineffective as a marketing strategy.

1. It makes me think the hotel is dirty. Even though the point of it is supposed to be that one could lick all of these surfaces, the only thing that stays in my mind is that someone has licked all of those surfaces.

2. It is offensive to women (or at least certainly to me). I get the distinct impression from the video that the viewer is supposed to be getting some sort of prurient thrill from watching it, especially with the remote. When it moves into the bathroom and she licks the toilet, I was completely disgusted. I think it's careless of the hotel chain to make assumptions about their internet audience and the way they'll react; I felt like they were assuming that their audience would be male and they would think the video was hot.

I wouldn't stay at one of these hotels given the choice, because the image they just gave off was one of pure sleaze.

Hi Dan,

I have to agree with Ann. It is sexually suggestive in an unfunny, uncharming way, and it's disgusting. Half the people in my office use a hand disinfectant because they don't want to catch colds. I'd say Bad, Marketing, Bad :)

hello43 said...
This video prompted me to google Extended Stay America and see what came up. Seems toxic ricin poison was found earlier this year in a Las Vegas Extended Stay America Hotel. http://www.nytimes.com/2008/03/01/us/01ricin.html?partner=rssnyt&emc=rss

The message I now have about Extended Stay America is that they are the best hotel for catching a disease!

I know sex sells. When sex sells Axe body wash to 20 year old guys, I get it. But using a young girl seductively licking a remote control and a toilet seat to sell motel rooms? All it sold me on was that Extended Stay America probably rents by the hour and that their rooms need to be cleaned with bleach!

I travel often and I have stayed at this hotel in the past. I can guarantee you that after seeing this, I will never stay at an Extended Stay America hotel again.

I am not sure yet if I would send this video to friends. I’d like to know their feedback and Id like to warn them about staying at this hotel chain. But, I also know that the number of viewers is used to claim success of the viral video and I am sure that the guys who made this video could be easily confused by the statistics.

Mitch Powell said...
Thanks for following me on Twitter, Dan. I love what you've done with the place; why, it's so clean on this blog I just want to lick it.

I am NOT EVEN going to push the PLAY button. No way! I thank you for the spoiler so I didn't have to actually WATCH the video! The media "experts" who created such a horror ought to be [insert your own idea of horrendous torture here.]

I am apalled, yet I have learned. Good for you for making this "posterous."

I'm now following you back.

John Jaworski said...
I didn't get it, I actually did not make out that she said "very clean'. Again a great example of someone trying to be clever - not smart. There are a lot better ways to show the cleanliness. Now if she had said "Ooooh soo clean" after each lick - maybe it would have sunk in.

Not a huge fan of marketing that is clever and viral at the expense of the message.

That being said... I enjoyed making the video with her - sorry - just kidding... or am I

Ron Herczig said...
I used to work on Holiday Inn and the top concern of guests is cleanliness. This spot demonstrates that in way you'll never forget.

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