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Core disciplines: Brand Activation, Digital, Experiential marketing

One of the Top 30 most viewed agencies for 2017

the challenge

To support the Marriott Rewards programme and communicate its unique ‘Moments’ offering. We were tasked with demonstrating that Marriott Reward Members get more. More stays, more experiences and therefore more out of life.

the spark

In a world where loyalty programmes are often transactional and perfunctory in nature, our strategy was to humanise the experience aspect of the rewards programme and to drive real impact through leveraging Marriott’s partnership with the NFL via the Super Bowl, one of the world’s leading sporting events.

the connection

The campaign centred on the creation of an authentic piece of brand content featuring a Marriott Rewards Member and NFL fan. Our unsuspecting Marriott Rewards Member arrived at BBC Studios for what he thought was a studio tour. Joining the NFL presenters on the studio set of The NFL Show as a ‘special guest’, he was surprised with tickets to the 2018 Super Bowl LII and we captured it all on film. Marriott Members who engaged with the content had the chance to win Marriott Reward points on one day only - 31st January 2018. These points were enough for a hotel stay or a Marriott Rewards Moment. The video was pushed exclusively across Marriott Rewards Facebook, UNILAD and 3rd party publishers.

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