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Motel 6: A Room to Shine

MAIP Final Project
Note: This is a mock creative campaign we made for Barkley via the MAIP Fellowship for the 2023 Summer Project.
This project was 1 of 3 finalists for the MAIP summer project and was presented to Motel 6 and Barkley! We gave  Motel 6 ideas on how to give upcoming artists the opportunity to share their talents, connect with a broader audience during festival season, and give them a room to shine.


Social Media



My 6 Music Personalities Description Samples:

                      

The Trendsetter

This person is a pop culture fanatic and is always in the know about the latest trends. Whether it’s music, clothes, or food, they know what’s popular at the moment. Some may describe them as a social butterfly.
                      

The Mood Maker

This person sets the tone for the entire trip. They organized the itinerary, they memorized the festival lineup, and are prepped with festival essentials. The play the role of the mediator within the friend group and keep everyone in check.
                      

               


The Wild Card

Described as the “life of the party” this person keeps morale up within the friend group and is known to be very loud. They’re ready to try new things and will never turn down a challenge.



Digital Activations


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Displayed on the billboard will be a short personality quiz users can take to discover which of the 6 musical personalities (mentioned above) fits them best! As an incentive, users will received a personalized spotify playlist based on their personality type. (samples below)



App Extension


In their brief, Barkley mentioned wanting to increase My6 memberships among their consumers. To tackle this, we decided to launch a new section of the Motel 6 app solely dedicated to all things music festivals! The same quiz that can be taken by passersby on te interact OOH can also be taken on this section of the app.



Radio






Experiential


Branded staycation


Motel 6 knows opening acts start singing from their bedrooms, so we’re gathering opening acts from across the country and putting them together at the Motel 6 studio.

Artists will get to create content and record
music videos, shine with one another, and have
access to the right equipment and professionals
to take their work to the next level.


Roles: