Marriott creates new Snapchat ‘shows’ targeting millennials

Published on : Saturday, April 1, 2017

SnapchatLot of marketers have abandoned their Snapchat channels for creating organic content, but Marriott Rewards is pumping resources into creating 10-second vertical clips for the app.

 

Marriott Rewards has launched a first-ever original Snapchat video series, showcasing Marriott International’s hotel and resort properties around the world as well the benefits of its loyalty program to one of social media’s fastest-growing audiences.

 

The unscripted series, titled “Six Days, Seven Nights” debuted Thursday with Episode 1 and tracks four of the world’s top social media influencers.

 

The Snapchat campaign will run till July and combines influencer marketing, Snap’s video-capuring Spectacles glasses and paid ads. Marriott has hired four social media influencers- Jen Levinson, Tom Jauncey, Sara Hopkins and Diipa Khosla, to take over the brand’s Snapchat account roughly once a month.

 

The series premiere follows Jen Levinson over the course of her stay at the Moxy Berlin Ostbahnhof in Germany. Future episodes, scheduled to premiere May 1, May 30 and June 30, will focus on properties in New York City, Seoul and Dubai, respectively.

 

While Marriott hotels like the Moxy Berlin, Renaissance New York Times Square and The PLAZA Seoul are highlighted in the three-minute long episodes, the series also dives into the destinations themselves to showcase the local culture through a Snapchat user’s perspective.

 

The campaign is the latest example of how Marriott has increasingly invested into digital content in recent years. To track how the content compares to more traditional marketing like TV, Marriott is running a brand-effect study Nielsen.

 

The new video series also joins Marriott’s recently launched reality series Hotel Countdown, which premiered in December 2016. The six-part series takes travellers behind the scenes of all that goes into opening a new hotel.

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