Sheraton Pillow Fight Campaign

Client: Sheraton Hotels & Resorts
Role: Creative Direction
header was developed to support Sheraton’s goal of bringing people together and allowing them to interact in an unprecedented way by enabling multiple web users to interact “live” by joining a virtual pillow fight simultaneously on the same or multiple web pages and ad units.

Internet Advertising Awards – Best Rich Media Advertising Campaign
Web AwardsStandard of Excellence

The ad units were the first-ever rich media to invite users to engage in the game live with other users across the web without ever leaving the ad unit.

The world’s first virtual pillow fight that also happened to be the first to interact across ad units

The “pillow fight” took place by having a user’s cursor connected to a pillow and letting them engage with up to four other guests in a live pillow fight that occurs in a virtual Sheraton hotel room. A second variation, “splash fight,” invites visitors to jump into a Sheraton pool for a virtual splash fight. A live counter is updated every seven seconds at the top of each game to reflect the number of users playing at that moment and each hit it tallied to a scoreboard that is shown at the end of the play session. The site was brought to life as a collaboration with Avenue A / Razorfish and rich media vendor Eyeblaster, whose technology was used to make the interactions possible.