By Alex Samuely
December 18, 2014
Marriott is leveraging Snapchat to reach young travel enthusiasts
Marriott International is introducing a branded
Snapchat programming campaign in conjunction with popular content creators to
augment awareness, making it the first hospitality brand to use the social
media application as the center of an advertising campaign.
The three month-long campaign kicks off on Dec. 18 by
launching the @MarriottHotels channel on Snapchat, featuring content from social
media influencer Shaun McBride. In a bid to entice a younger demographic of
travelers, each of the four chosen influencers will be traveling to key
Marriott properties worldwide, taking trip itinerary suggestions from fans and
documenting their journeys on Snapchat.
Exploring new advertising territories with a platform
like Snapchat is smart for any brand looking to reach a younger audience, said
Kevin Canty, vice president of sales at Kargo, New York. Perhaps the greatest
opportunity with an effort like this is the need to create customized content
for mobile marketing.
Too many brands try to fit their above-the-fold
creative into mobile windows, and that doesn’t always work. Creating unique
content for a specific platform like Snapchat will likely lend credibility to
the campaign with its target audience.
International is hoping to strike an emotional chord with the next generation
of social media-savvy travelers by leveraging one of the largest social media
platforms (see story). While many brands, such as Macys, have been using
Snapchat to roll out sponsored ads, Marriotts approach is different in the
sense that it is creating original content with popular influencers and taking
fan feedback into consideration.
Storytellers participating in the campaign include
Shaun McBride, popular Vine contributor Brittany Furlan, television show
creator Casey Neistat and British filmmaker and personality Louis Cole.
The influencers will develop their trip itineraries and
city destinations in conjunction with their followers, and will upload their
journey documentations via their personal Snapchat stories, as well as on the
@MarriottHotels Snapchat channel.
Snapchat users can share public “stories” of photos or videos
The brand aims for the influencer stories to emotionally
resonate with millennial consumers. One of Mr. Neistats planned trips will
take him to Marriotts new Haitian property, where he will showcase the hotel
and Haitis recovery from the 2010 earthquake.
Marriotts heavier focus on ramping up content strategy
is also an effort to build a brand community. The hospitality brand believes
that those two factors will help drive commerce, although the foremost goal is
to give customers what they want before they offer value back to the brand.
campaign, which will be rolled out with Snapchat marketing platform Naritiv,
will allow Marriott to capture well-performing content and share it on other
social media apps and sites, despite the fact that Snapchat only lets users
access stories for 24 hours.
Narativ will also be providing the data analytics for
Some of the content that will be placed on Snapchat
will not necessarily be created for the brands Twitter or Facebook pages, but
Marriott claims it will consider cross-posting popular images and videos so as
to increase engagement with the next-generation traveler.
Marriott will be working directly with its chosen
influencers to ensure that relationships are being built, rather than relying
on them for a one-off advertisement. The hospitality brand seeks to do several projects
across a slew of platforms with them, and may extend the Snapchat campaign
based on the level of success it enjoys.
Being a first adopter and an innovator provides upside
for a brand, Mr. Canty said. Consumers – particularly younger consumers -
want to associate themselves with brands that are distinct and relatable.
They also respond well to those that provide
entertainment value- even if through
advertising channels. It’s hard to say that any one campaign or approach will
shift a large brand’s perception as a whole, but when aiming to engage with a
younger audience, a move like this can make an impact.
Alex Samuely is an editorial assistant on Mobile Marketer, New York
Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/V6D9pUll8uM/19386.html