App Your Service – Tailgate Edition

App Your Service – Tailgate Edition

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PROJECT OVERVIEW

IMG LIVE worked with Marriott Rewards to team up with the NFL and give fans the ultimate tailgate experience. Fans tweeted their requests to @MarriottRewards on game day. Once Marriott Rewards received a request, they went to work to make fans’ tailgate dreams a reality.

CLIENT GOAL

To create an affinity for Marriott Rewards by infiltrating NFL tribes and providing immediate benefits that members cannot access on their own. Marriott Rewards wanted to generate compelling, relevant images and experiences while driving social media buzz and PR impressions.

OUR SOLUTION

Fans were asked, “If you had a concierge at your tailgate, what would you ask for?” and Marriott Rewards answered their tweets in real time. Social and prize teams were on deck and in the command center ready to fulfill requests such as ticket upgrades and tailgate amenities. Once identified, Marriott Rewards concierge teams personally delivered all prizes directly to the tailgaters. Content was captured throughout the experience which was edited onsite and pushed out through Marriott Rewards channels.

ACTIVATION ELEMENTS

A custom command center was constructed and placed in high traffic areas at team tailgates in Denver, Green Bay, and Houston. Projected on eight high resolution screens, within the command center, Marriott Rewards used Sysomos and Hyp3r to assist in the activation. Sysomos helped analyze, capture and illustrate the social conversation live on site and in the command center. Hyp3r created a visual of live event statistics and performance, which aided social teams conversing with potential winners.

RESULTS

Marriott Rewards delivered 284 prizes to tailgaters at three tailgates within a three to four hour window of time. #appyourservice tailgate edition garnered hundreds of tailgate-themed service requests via twitter, over 50 million PR and social impressions, and an overwhelmingly positive response from fans. We cultivated over 5 million views of shared video content. We leveraged digital and mobile channels to drive an additional 1.5 million impressions of the mobile service request feature.