Concrete Playground has partnered with Hennessy to launch a virtual hotel in celebration of the Hennessy V.S. as a drink to elevate any social occasion.
The campaign, Hotel Hennessy, is a slick custom-designed content hub with an interactive elevator that allows guests to choose their destination in the virtual space.
On each level, guests are invited to discover a number of elevated content experiences, from curated party playlists and the latest recipes for mixing Hennessy, to the hottest private rooms and bars around the country serving it up.
The campaign also features a how-to video series about elevating your at-home party: musician B WIse, fashion influencer Mel Tan, bartender Charlie Lehmann (from Ramblin’ Rascal) and chef/sneakerhead Julian Cincotta (from Butter).
Brand manager Hennessy, Moet Hennessy Australia and New Zealand, Emma Walker said: “Hennessy has a proud history of creating unique, out-of-the-box experiences, and Hotel Hennessy is no exception.
“We are excited to be partnering with Concrete Playground and well-known local talent to push the boundaries of content while we showcase how to step up your summer entertaining with a creative spin.”
Concrete Playground’s editorial director Suz Tucker said: “This campaign brings together all the things we love: an iconic brand, a celebration of socialising, and a beautifully designed digital experience for our readers.
“We’ve enlisted legends of their respective scenes — like B Wise and Charlie Lehmann — to diversify the audience we’re reaching and cement Hennessy V.S. as a drink that’s not just for high-end rappers and older gents with snifters, but also young social types who love cocktails, parties and entertaining,” she added.
Concrete Playground is one of Australia’s largest independent digital publishers that produces culture and lifestyle content.
The publication operates city guide websites in Sydney, Melbourne, Brisbane, Perth and Adelaide, as well as Auckland and Wellington in New Zealand.
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