Hilton came to GreenLight because they were looking for ways to reenergize their Honors program, specifically by engaging with their members within the music space. Hilton’s storied musical past has countless tales of legendary moments happening inside their hotels—from John Lennon writing Imagine from his New York Hilton hotel room to the very first GRAMMYs Awards ceremony at the Beverly Hilton in Los Angeles.
So GreenLight, in partnership with Live Nation and Spotify, created Music Happens Here to celebrate this rich history by highlighting musical hotspots in cities around the world and building a full program around them. Members bid to unlock exclusive content and events with artists including Beck, OneRepublic, Lady Antebellum and Aloe Blacc. We shot a full-length content series that played exclusively on Spotify’s video channel. We collaborated with different artists at each destination to reimagine an iconic song representative of the city’s musical past and invited lucky members to attend each performance. Once in the city, Honors members could discover and explore each location using embedded playlists and interactive walking tours as secret musical maps showcasing content that only Hilton could offer them.
The end result was a compelling campaign that generated excitement among their current members and even inspired non-members to join.