Hotel chains aren't really cool. They have cool stuff to offer, like free wi-fi and swimming pools, but if you're a young traveler on a budget, you might be looking more to services like Airbnb.
Marriott isn't ready to concede that, so they're going after millennials on their own turf: Snapchat. The goal is to convince these travelers via Snapchat that Marriott Rewards is a program worthy of their fickle love.
Marriott on Thursday released the first of four "snapisodes," the term they're using to describe advertisements they have created for Snapchat. This isn't just your typical Snap ad, which is more often a 10-second video clip or a swipe up to a website or movie trailer. These are three-minute, influencer-filled productions meant to capture teen eyeballs while also proving their dedication to Snapchat.
Marriott Rewards's effort is pretty much a dream come true for Snapchat. Previously, media partners, like Mashable and TV studios, were the only outlets building exclusive, high-quality, episodic content for its app. But now brands — representing some of the world's largest businesses — are vying for spots on the platform. That could mean that brands could have their own channel or they sponsor takeovers of existing ones.
In the meantime, these businesses are proving themselves to Snapchat by creating and paying for ads.
"The idea originally was to mimic television. We wanted to create a TV series and mimic it as such," said Amanda Moore, senior director of social and digital marketing at Marriott International. "Snapchat provided us with a lot of best practices, speaking to camera. We knew we needed someone authentic, relatable."
Comments
Post a Comment