Motel 6 offers free rooms to three rock bands
...in a branding world turned upside down by both the recession and the explosion of online social media, Motel 6 on Wednesday will unveil plans to dole out free rooms to a handful of up-and-coming touring rock bands as a marketing tool to attract younger customers.
The promotion comes less than a year after another blue-collar brand, Denny's, rolled out a new late-night format and began offering freebie meals to some emerging rock bands in a bid to boost its image with younger diners.
..."If you want to get the 16- to 24-year-old demographic," says Mark Chmiel, chief marketing officer at Denny's, "the No. 1 connection is entertainment. That's music, video games and social media."