Marriott: App Your Service

Marriott: App Your Service

PROJECT OVERVIEW

To promote the launch of its mobile app, the first to allow consumers to order services and amenities via two-way chat, Marriott International planned a wild one-day stunt taking place throughout New York City.
 

CLIENT GOAL

Create mass awareness that Marriott was the first and only hotel brand to offer this mobile service, drive use of Service Chat, shareable buzz and conversation among millennials in NYC and around the country via media and PR.

OUR SOLUTION

We asked Twitter users to tweet their dream concierge requests,then embarked on an exciting mission to surprise and delight as many as we could, taking to the streets of Manhattan to create buzz with highly visible street teams in high-traffic locations around the city.

ACTIVATION ELEMENTS

• Street teams
• Social command center
• Surprise and delight
• Social content
 
 
 

RESULTS

The social chatter was astonishing with #AppYourService organically trending on Twitter in NYC for the day. Several amazing experiences were created, including an office pizza party, a diamond engagement ring, and an impromptu session with a personal trainer.