Marriott Trades Amenities for Tweets
We’ve all dreamed of having a personal servant cater to our every need, but for a few lucky New Yorkers, Marriott turned fantasy into reality. To boost awareness of the Mobile Request feature on its newly launched mobile app, the brand activated a one-day stunt in Manhattan in which consumers could request a personal service or amenity on Twitter—and have it hand-delivered by a brand ambassador. From Apple Watches to “a hot husband,” the requests rolled in as Marriott leveraged a social media command center to reply in real-time and deliver on its promises, snagging a spot on Twitter’s trending topics list throughout the day.
It all began with a simple call to action on Twitter in which Marriott asked, “If you had a concierge at your service, what would you ask for?” As the requests came in, brand executives and technology partners monitored the social conversation from inside the Times Square-based command center, where they selected the most exciting inquiries, then deployed Marriott Red Coat street teams and video crews to capture deliveries. Meanwhile, the largest LED billboard in Times Square featured gift delivery videos throughout the day, with the brand adding new content every hour to showcase the latest surprise and delight deliveries.
Whether it was a pair of Broadway tickets or a singing quartet, more than 50 personalized gifts and services were delivered over the course of the day in an effort to pique the interest of Gen X and Y business travelers. The stunt ultimately led to 23 million social impressions, nearly 6,000 app downloads—and smiles all around.