Sheraton starts “worldwide pillow fight”


The feathers are flying as Sheraton Hotels & Resorts starts a worldwide pillow fight through the use of unique online technology showcased at a new interactive website, The site invites visitors to pick up a pillow and join a live virtual pillow fight, while simultaneously enabling them to book reservations or search travel options.

While being showcased at, the pillow fight technology will also run live on rich media banners across a range of websites where Sheraton advertises, inviting users to engage in the game — live with other users across the web — without ever leaving the site. When online at a participating website, users roll over a rich media banner from Sheraton at the top of the page to engage in the pillow fight. Multiple users, from anywhere in the world, can play against each other without ever leaving the web page they are viewing. Various web sites, including, AOL Travel, Trip Advisor and Frommer’s, will offer the rich media banner, and will be translated into multiple languages to reflect Sheraton’s global presence. was developed by Sheraton’s online AOR Avenue A| Razorfish in conjunction with the rich media vendor Eyeblaster.