Advertisers often talk about taking their message straight into consumers’ living rooms. At last week’s ShoWest, DreamWorks did the next best thing. The company had promotional trinkets for two of its upcoming films placed in rooms at Paris Las Vegas while guests were out at a screening and party for the studio’s “Shrek.”
The stunt proved more than a little unsettling for some ShoWest attendees. They returned to their rooms to find lights on, toiletries rearranged, a “Shrek” cookie on the sink and a night light for “Evolution” plugged into the bathroom outlet. No note of explanation was attached.
DreamWorks employees were not given the keys to guest rooms; their gewgaws were delivered by hotel staff. Still, many targets of the promo would have preferred a plain old mint on their pillow — not to mention a call to hotel security.