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Welcome Fans program

AccorHotels
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the  project

As part of its “Welcome Fans” FRM program, AccorHotels wants to activate its status as a partner of Roland-Garros to give its community an extraordinary experience, recruit new fans, and drive brand preference.
LaFourmi designed an immersive digital experience that offers an exceptional adventure and a total “à la carte” experience to win over and convert a priority target market: millennials. A day at Roland-Garros with the outfit, VIP, and concert of their choice at the AccorHotels Arena.
LaFourmi is helping AccorHotels to design and roll-out this activation with a unique editorial and graphic approach, a large-scale social media and e-influence activation and, last but not least, the field organization of winners’ dream days.

8M
reach
57,000
reactions
20,000
new fans
23,000
international participants

Client

AccorHotels

Year

2017

Tasks

Digital
Social media
E-influence
Field operation

Award

Grand Prix Stratégies du Sport 2017, Digital Marketing – digital strategies category: Silver

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Grand Prix d'Amérique

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2018
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EEM

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2018 FIFA World Cup Russia™

FFF

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Grand Prix de France 2018

GIP - Grand Prix de France

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European Tour

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Paris Saint-Germain

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Competition brands

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LNB partnership

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CO France Handball 2017

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Digital ecosystem

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