InterContinental Hotels Group Stages World's Largest Bed Jump
Daniel Glover — May 7, 2009 — Marketing
References: worldsbiggestbedjump
On May 7, 2009, over 20,000 people participated in the world’s biggest bed-jump (on four of the world’s biggest beds) in Shanghai, Paris, London, and New York.
Olympic athletes bounced off beds in each city; the event was held to mark the start of IHG's (InterContinental Hotels Group) biggest free nights offer, where they’re giving away over 5 million hotel rooms.
Implications - Bed-jumping is one of many worldwide occurrences whose origins and purpose are mystifying, to say the least. These things are commonly referred to as viral memes, and are essentially the most prevalent form of humor in today's online society. Companies like IHG have recognized the potential of viral memes, capitalizing on their popularity and the power of WOM to spread a message across the right demographic.
Olympic athletes bounced off beds in each city; the event was held to mark the start of IHG's (InterContinental Hotels Group) biggest free nights offer, where they’re giving away over 5 million hotel rooms.
Implications - Bed-jumping is one of many worldwide occurrences whose origins and purpose are mystifying, to say the least. These things are commonly referred to as viral memes, and are essentially the most prevalent form of humor in today's online society. Companies like IHG have recognized the potential of viral memes, capitalizing on their popularity and the power of WOM to spread a message across the right demographic.
Trend Themes
1. Viral Memes - The popularity of viral memes presents opportunities for companies to capitalize on their widespread appeal and use them as a marketing tool.
2. Online Society - The prevalence of humor in today's online society creates opportunities for businesses to leverage humor and engage with their target audience.
3. Word-of-mouth Marketing - The power of word-of-mouth allows companies to spread their message effectively and reach the desired demographic through viral meme campaigns.
Industry Implications
1. Hospitality - The hospitality industry can utilize viral memes to create buzz and promote their offerings, attracting more customers and increasing brand visibility.
2. Marketing and Advertising - The marketing and advertising industry can leverage viral memes as a creative and engaging approach to reach and connect with consumers.
3. Social Media - The social media industry can facilitate the sharing and viral spread of memes, providing platforms for businesses to launch successful viral meme campaigns.
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