Mobile App Engagement
Marriott offers a lifetime of free travel to promote its new mobile app
When a long-standing travel brand launches a new app, the challenge is to get users to re-engage with the brand and learn about the features and functionality of the new app. On the heels of its redesigned mobile app, Marriott Rewards engaged us to create reasons for local and international Marriott Rewards loyalty members to spend time with the new app, increasing reward attainability, retention, education, and engagement. Creating an immersive mobile app experience for members decreased their stress about travel, increased their ease with the app, and drove incremental revenue for the brand.
How to Enter
Marriott Rewards members downloaded (or updated) the new mobile app and performed everyday actions within the app to earn entries into the grand prize sweepstakes. Marriott Rewards gave away 3.75 million points globally as the prize for daily engagement with their redesigned app.
Members used the new app to make a reservation at a Marriott property, use mobile check in at a Marriott property worldwide, or use the Mobile Request feature on the app (for example, request an electronic folio or order extra towels).
International Campaign in Multiple Languages
There were five different versions of the campaign (in English, Dutch, French, German, and Spanish), and it was available to residents of Canada, France, Germany, Mexico, the Netherlands, South Africa, the United States, and the United Kingdom.