A NEW TWIST ON STORYTELLING – MILLS & BOON LAUNCHES DIGITAL CONCEPT THAT BLENDS FICTION WITH REALITY
The intriguing nature of a hotel is that anyone can come and stay. From politicians to footballers, to newlyweds or stag parties… there are always scandalous stories to tell, and who better to tell them than the people who see all the spectacle; the staff. Great storytellers know that the best stories are the ones that have continuing characters and are… intriguing, exciting - they keep you wanting more. Welcome to The Chatsfield, London.
Mills & Boon have created a luxury hotel with an exceptionally stylish, scandalous and spectacular set of stories to reveal. Follow the stories of an executive assistant with a bet to fulfil, a gorgeous barman with a dark past, a chambermaid with a side line that brings her huge amounts of cash or a permanent resident in the penthouse who throws the wildest parties to avoid thinking about a tragic event from the past. Each character tells their stories side by side, stitching together the bigger picture like a movie but you, as the user, find all the pieces.
This is social storytelling, seeking out readers in the places they are most familiar with, with stories designed to be told on Facebook, YouTube, blogs, Twitter. The characters will react to fans’ interactions, and Mills & Boon plan to develop the characters that users interact with most. Harlequin can allow their fans to create their own stories or share their own hotel escapades in the Lounge. Brands like Glossybox, Fever London and Cupid.com are to part of the storyworld, to give another real world element for consumer. And for people who love to engage on a deeper level with stories, there is a hotel check in, where a profile can be created, a mystery can be solved, and badges can be awarded for extra treats.
Whether you fancy a one-to-one vlog message from Jessie (sneak a peek into her inbox to find out what’s really going on!), a cocktail of the day suggested by Daniel Northman, a saucy blog post from Ally, or an entertaining tweet or two from Adam, step into the world of The Chatsfield for a unique personalised storytelling experience. With Mills & Boon as the brand behind the project, romantic threads are of course present in the stories alongside the many storylines, and the touching sentiment draws you back for more.
Over three months, Mills & Boon will roll out four character storylines with over 800 pieces of content over multiple platforms over three months to connect our audience – from smiles to sadness, spectacle to scandal, the stylish world of The Chatsfield will be home to captivating storytelling.
Joanna Kite, Marketing Manager at Mills & Boon says: “Mills & Boon are famous for romantic fiction, so we wanted to use that romantic thread to give creative license to do something totally new. Our female audience are connecting with stories across many devices and formats, so we wanted to create a new product to maximise on this in order to reach them. The Chatsfield is a first for publishing because it offers a multi-layered story experience which can be truly personal - we give the users choices – where, how much, how deep they want the experience to be. With over 800 pieces to this storyworld, intriguing and lovable characters and a stunning website to explore, we are hoping to reach a whole new audience of followers and fans, whilst strongly resonating with our loyal readers who love it when we do something new.”
It’s free to enter The Chatsfield - all you need to do to get the most rounded experience is check in when The Chatsfield opens its doors on 6th May at www.thechatsfield.com
We’ll see you at the Velvet Bar
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