Marriott: M-Live Platform
Marriott sought to overcome impersonal traditional marketing methods and engage guests personally. They aimed to build deeper relationships and increase positive social interactions through real-time, data-driven communication.
Creative Idea
Marriott used real-time geotagged social posts to surprise and delight guests personally.
Marriott's M-Live platform leveraged cutting-edge location-based social technology to identify and surprise guests based on their geotagged posts, fostering real-time, personal relationships that traditional advertising failed to achieve, turning social data into magic.
Creative Strategy Deconstructed
Company
Marriott developed a proprietary location-based social technology, geofencing 6030 properties across 120 countries.
Category
Traditional marketing relied on impersonal banner ads, billboards, and commercials that consumers increasingly ignored.
Customer
Guests desired personal relationships and real-time engagement, valuing surprise and delight over forced content.
Culture
The prevalence of geotagged social media posts created an opportunity for highly targeted, location-specific interactions.
Company
Marriott developed a proprietary location-based social technology, geofencing 6030 properties across 120 countries.
Category
Traditional marketing relied on impersonal banner ads, billboards, and commercials that consumers increasingly ignored.
Strategy:
Leverage real-time social data to foster authentic, personalized customer relationships.
Customer
Guests desired personal relationships and real-time engagement, valuing surprise and delight over forced content.
Culture
The prevalence of geotagged social media posts created an opportunity for highly targeted, location-specific interactions.
Strategy:
Leverage real-time social data to foster authentic, personalized customer relationships.
Results
The M Live platform involved the monumental task of geo-fencing 6,030 of Marriott's properties in 120 countries on 6 continents. Marriott was the first Fortune 500 company to take on such an endeavor. Data displayed on screen shows 27,151 total posts, with 20,954 guests posting, and a potential reach of 106,169,547. Significantly, 68% of guests posting for the first time were from Marriott International properties. The platform achieved 100% positive reactions from Marriott's guests, with 82% of them actively going out of their way to follow Marriott on social media, post again, or mention Marriott in comments. The platform processes 612,362 geo-tagged posts per month, which translates to 20,160 geo-tagged posts per day, or 840 geo-tagged posts per hour.
100%
positive guest reactions
82%
guests engaging further on social media
612,362
geo-tagged posts per month
Strategy Technique
Build an Utility, Not an Ad
Marriott built the M-Live platform as a live, always-on utility to facilitate two-way conversations. This tool directly engaged guests in real-time, moving beyond traditional, impersonal advertising.
Explore Technique
Creative Technique
Cutting-edge Tech
The M-Live platform utilized proprietary location-based social technology, geofencing thousands of properties. It filtered publicly available geotagged social posts into a unique UI for real-time guest engagement.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its pioneering use of digital technology and strategic digital craft to transform real-time social data into highly personalized, responsive guest experiences.
The development and implementation of the complex proprietary M Live platform, involving global geo-fencing, multi-platform social data aggregation, and robust backend engineering for real-time monitoring and response.
The intuitive and efficient user interface designed for the M Live Studio operators, which visually organizes and presents vast amounts of geo-tagged social data, enabling quick identification of engagement opportunities.
The campaign's magic comes from the powerful synergy between a brilliant strategic idea, the cutting-edge digital technology built to execute it, and the intelligent real-time application of that technology through an intuitive UI and contextual planning.
