Economy lodging chain Red Roof launched a global campaign that focuses on a niche pastime—the game of cornhole. The beanbag-tossing game has gained significant popularity in recent years, and it just so happens that this “Passionist” audience crosses over with Red Roof’s target demographic.
Cornhole is played by tossing beanbags into holes on an angled board on opposing sides of a field. Points are awarded based on whether the beanbags make it into the hole or rest on the board. Rules vary depending on how casually or professionally the game is played.
What started as a backyard and tailgate tradition has grown into a professional sport. During The Ocho, a one-day event for alternative sports on ESPN 2 in 2017, the Championship of Bags Cornhole competition was the most-viewed. According to Sports Media Watch, more people In the 18-49 age group watched cornhole on that day than the competing game coverage of Major League Baseball, the WNBA or the final stage of the Tour de France.
If you find that statistic surprising, you’re not alone. Red Roof used this theme for a series of 30-second TV spots that play on the idea of surprising its customers the same way. The camera takes us through crowds of people toward excited cheering. As we break through the crowd, we find people playing cornhole.
“Not what you expected? Neither is Red Roof,” says the ad.
Two thirty-second spots will air on ESPN, ESPN2, during the broadcasts of the American Cornhole League (ACL) tournaments and streamed on ESPN3 through August 11.
Red Roof also partnered with the American Cornhole Organization (ACO) to sponsor the Corny 40 Player program.
“As we continue to listen to consumers and respond quickly to their evolving interests and travel motives, Red Roof learned that this new niche of traveler who engages in fringe sports has emerged”, said Red Roof chief marketing officer, Marina MacDonald in a statement. “Through an integrated marketing program, we are catering to this growing group of cornhole players and fans who are looking for convenient and affordable lodging beyond their expectations as they travel across the country participating in and following tournaments.”
Select Red Roof properties will receive a regulation-sized cornhole set for guests to use during their stay. Guests will be encouraged to share photos on social media with hashtags #RedRoofLovesCornhole and #PassiontravelwithRedRoof.
Guests who travel for cornhole tournaments will be offered a 15 percent discount, in addition to other promotions and contests around the events.
