The Marriott Rewards loyalty programme ran a 3,000,000 points giveaway in the UK at the end of January, to demonstrate that it offers much more in addition to hotel stays – and gave one lucky member a trip to the Super Bowl in Minneapolis, USA.
Marriott Rewards wanted to highlight the fact that its members can put their points towards exclusive money-can’t-buy experiences, such as Master Chef cooking classes, golf lessons with PGA professionals or trips to the Super Bowl.
Marketing agency ignis was briefed to support the Marriott Rewards programme and communicate its unique ‘Moments’ offering. It created a campaign on Facebook offering users the chance to win 40,000 Marriott Reward during the whole of January 31st 2018, enough to buy a hotel stay or a Marriott Rewards Moment.
To launch the campaign, one Marriott Reward’s Member and NFL fan was recently surprised at BBC Studios with an all-expenses paid trip to the Super Bowl in Minneapolis, USA. A video features the winning fan, Lee, joining podcasters and BBC Radio Live NFL commentators Jason Bell and Osi Umenyiora on set as a ‘special guest’ – only to be further surprised with tickets to the 2018 Super Bowl (see pictures). The full video was broadcast across Marriott Rewards social channels and UNILAD on 31st January 2018.
Viewers were invited to comment on the video using the hashtag #MembersGetIt to be in with a chance to win points to put towards their exclusive Marriott ‘Moments’.
Lauren Fitzgerald, Manager, Portfolio Partnership Europe, Marriott International, said: ‘We worked in partnership with the NFL to create authentic content featuring a real Marriott Rewards Member. For us it was essential to capture a genuine moment of surprise and delight.”
Nick Peters, Executive Creative Director at ignis added: “The video and social activity demonstrates that by utilising partnerships effectively you can create inspiring content that will communicate the fantastic Rewards offering to a broad audience.”