Marriott Promotes New Mobile App, Drives Downloads, and Increases Engagement
A redesigned app helped Rewards members feel right at home on the road, decreasing stress about travel and driving revenue.
When a long-standing travel brand launches a new app, the challenge is to get users to learn about the features and functionality and to re-engage with the brand. 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.
We created an immersive mobile app experience for members to increase reward attainability, retention, education, and engagement. This new mobile experience decreased member stress about travel, increased their ease with the app, and drove incremental revenue for the brand.
How to Enter
To participate, Marriott Rewards members downloaded or updated the new mobile app and performed actions within it 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 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.
Increased downloads/updates of new app
Drove awareness of new app features
Increased usage of new app features
Keys to success
- Integrate promotional overlay experience into the new app for a seamless end-user experience to drive app usage and adoption.
- Ensure legal compliance and program accessibility in eight different countries.
- Leverage existing database of Marriott Rewards member for mobile app adoption.
- Drive new member acquisition and mobile bookings with lucrative and exciting prizes.