How do you find a way to generate buzz in a small market? Break a record, any record. That’s what Super 8®, the world’s largest economy hotel chain, did in grand fashion last week, ahead of the Thanksgiving holiday on a usually slow news day. The chain used their 40th anniversary, and got the help of N SYNC pop star Joey Fatone to break the Guinness World Record for the largest pillow fight in of all places, South Dakota.
The brand went to South Dakota State University’s Coughlin-Alumni Stadium, the state where Super 8 originated, and pulled in 4,201 students, alumni, parents and fans to take part in a fun-filled pillow fight challenge the South Dakota Corn Showdown Series, the annual football meeting between South Dakota State University and the University of South Dakota. The record breaking attempt occurred between the first and second quarter of the game and lasted for 60 seconds, per official Guinness rules. The effort broke the previous record of 4,200 participants, which was set earlier this year.
What made the move even smarter for the chain was a charitable giveaway, with all the participants ponying up their pillows to Feeding South Dakota. All of that was in addition to the usual giveaways for participants and the hoopla around a record breaker.
While some may say the attempt could have scored more buzz in a major market, going back to their roots, and playing off of the biggest event in a small market, gave the story a nice buildup and a better hook than just a random event. They pulled in some additional social media buzz by connecting with Fatone to kick the event off, and used an easy to understand and share event, a well branded pillow fight, to cut through the clutter. Throw in a philanthropic tie and the event scored some solid and cost-effective points for a national chain with a limited budget.
