As part of a new global rebranding campaign, Accor’s ibis brand family of economy hotels is hosting the world’s biggest virtual pillow fight through its Facebook app.

The “Pillow Fight Party” invitation is opened to fans of ibis Facebook page in Asia Pacific. Participants not only stand a chance to win free stays in Ibis hotels but also get to discover the three unique personalities of the ibis brand family – ibis, ibis Styles (formerly all seasons), and ibis budget (formerly Formule 1) – as they throw virtual pillows at each other.

The three brands are tied together by the iconic pillow, with a different colour for each brand – red for ibis, green for ibis Styles and blue for ibis budget.

The pillow fight runs until November 21, 2012. To take part the first step is to become a fan of the ibis Facebook page and connect to the ibis Pillow Fight Party app.

Next, participants create customised pillows and craft personalised messages to their friends. Then, the mayhem begins as players throw their pillows at each other to score points – each virtual “throw” earns one point, while each pillow thrown back at them nets them two points.

At the end of the six-week campaign the top 10 highest-scoring players will win a three-night stay at selected ibis and ibis Styles hotels in popular Asia-Pacific destinations including Bangkok, Bali and Singapore. In addition, each week one randomly “Mystery Pillow” also rewards one player with a hotel stay.

Jens Uwe Parkitny, Accor Asia Pacific’s Vice President, Digital Marketing & Distribution (pictured right) said the app was one of the best ways to introduce the ibis family to target customers given the rapidly evolving social media landscape and its growing importance for reaching consumers in Asia-Pacific.

“In a way, the Facebook community in the region mirrors the ibis brand – energetic, savvy, connected and on-the-go. We think this application will energise our Facebook fans and help them discover the ibis family in a fun way,” he added.

Facebook users in Asia Pacific can play the ibis Pillow Fight Party app – available  in English, Thai and Bahasa Indonesia – on desktop browsers and on iOS and Android mobile devices.