Mobile App Launch Case Study

An award-winning mobile app for Marriott International

This multiple award-winning mobile app launch case study shows how Beeby Clark+Meyler helped launch the Marriott Mobile App and drive app downloads in a highly competitive travel marketing environment by employing paid, owned, and earned media assets across a wide variety of consumer touch points.

Challenge

  • Stand out in an already crowded marketing space to excite our target: business and leisure travelers, 25 to 65 – a tech-savvy but time strapped target
  • Figure out a way to leverage the ubiquitous smartphone itself as our secret marketing weapon

Goal: Drive 500K downloads within the first three months

Solution

Surround the traveler with a plea from his smartphone

  • Concept: the smartphone, like the smartphone traveler, is overworked and needs a vacation
  • The smartphone “pitches” the traveler on the benefits of getting the new free Marriott mobile app…and getting them both a vacation
  • The theme was carried across all media – mobile, print, social, display, and hotel properties, and employed paid, owned, and earned assets
  • QR and SMS messaging was placed on ads, including boarding passes, hotel room keys, and Facebook ads (an industry first)

Results

  • First day of the campaign – reached #1 travel app on iTunes
  • First travel app to break the Top 5 free apps overall in iTunes (#4)
  • 500K downloads within the first three months
  • Over 80K QR and SMS codes scanned or texted for downloads
  • Marriott becomes 3rd largest m-commerce sales site of all time
  • Innovative use of QR and SMS on Marriott’s owned collateral became top performers in terms of volume
  • ‘Excellence in Connected Marketing Top Prize’ – ClickZ
  • ‘Best Use of Mobile Marketing’ – ClickZ
  • ‘Best Direct Response Campaign’ – Digiday
  • ‘Best Hotel & Lodging Integrated Ad Campaign’ – IAC
  • Silver Award for Marriott Mobile App Launch – Mobile Advertising category – IAB

 

 

Contact Us to Learn More

0 of 255 max characters

Capabilities Applied in this Campaign

Data
Media
Creative

Back to Work

 

 

Get In Touch

Want to learn more? Please reach out and we will get back to you shortly.

Contact Us