Forging a New Path for Hotel Brands in the Metaverse - Marriott Bonvoy
In 2020 as a result of COVID restrictions, Marriott Bonvoy’s audience grew to include new-found domestic leisure travellers and with this new audience came new interests that required a different approach to marketing their services.
Marriott identified gaming as a key passion point for their target audience and enlisted the help of Bidstack and Publicis to help engage them and fuel travel inspiration through gaming as people returned to travelling and exploring the world. In the process, Marriott Bonvoy became the first major hotel brand to step into the metaverse.
Marriott Bonvoy’s ads were brought to life in-game in a way that was designed to deliver high levels of attention and brand awareness - whilst respecting the playing experience. Their in-game branding was featured across 23 games, covering stadium and racetrack takeovers, custom vehicle wraps, unique character skins and social media amplification from some of the world’s biggest gaming franchises.
Unlike other advertising formats, gaming offers unparalleled levels of attention. Whilst TV viewers can become distracted by other screens or internet users can utilise ad blockers, premium gaming environments require 100% of a players attention when they are exploring virtual worlds.
With Bidstack’s ads being delivered directly into the gameplay in titles such as Tennis Clash, Football Manager 2021, Dirt 5, Rezzil Player 21 and Top Eleven, Marriott Bonvoy was able to reach a diverse, growing and affluent audience.
Bidstack worked with Marriott Bonvoy to develop a strategy that was designed to win over their new audience while increasing brand affinity and awareness
in their favourite and most commonly used channels.
The pandemic fuelled interest in gaming and accelerated its growth dramatically and to account for this change a phased approach to testing, learning and finding the right places to excel within the space was undertaken.
The campaign strategy focused on native in-game ad placements in the metaverse, with branded experiences that simulated the real world within virtual environments. Publicis partnered with Bidstack to bring this to life with a diverse suite of integrations woven together naturally across a range of gaming environments.
Marriott Bonvoy became the world’s first major hotel brand to engage their target audience in the metaverse across VR, PC, Console, Cloud Gaming and Mobile devices. Their in-game campaign delivered:
- More than 46m impressions to 1.3m unique users over 153 days.
- 26.31 minutes of time spent in front of Marriott Bonvoy’s ads per unique user.
- Audience age breakdown 18-2550%|26-307%|31-355%|36-456%|46+5%|
- In-game ads noticed by 85% of people, 1.4x higher than the standard display norm of 61% (findings from Lumen Research).
- Longer dwell times (1.7 seconds vs 1.4 seconds) than for traditional display channels (findings from Lumen Research).
We're delighted to share that at yesterday's @TheDrumAwards For Digital Advertising, our campaign with… https://t.co/Uue2aXrphA— Bidstack (@bidstack) Fri Apr 22 11:23:12 +0000 2022
We're delighted to have also been shortlisted for Best Digital Campaign at this years #TheWires Awards 🏆✨ Our… https://t.co/R5TH4qvKXL— Bidstack (@bidstack) Tue Oct 04 11:20:49 +0000 2022
Warner Bros. Discovery, Cancer Research UK, Marriott Bonvoy and Bidstack are Digiday Marketing and Advertising Awar… https://t.co/VGXni4zkk5— Digiday (@Digiday) Tue Nov 15 15:33:32 +0000 2022