Marriott Breaks Records with Mobile App Release | BCM

In 2011, Marriott launched its new mobile strategy with dedicated apps for iPhone® and Android™ devices. On the first day of the campaign, the app reached the number one spot in the iTunes App Store’s Travel category. It continued to climb the charts and became the first travel application to break the top five overall most popular apps in the iTunes App Store.

Marriott engaged Beeby Clark+Meyler to develop a creative and media effort in support of the launch. Marriott eCommerce Marketing and BCM developed an innovative and multi-channel campaign that utilized paid, owned, and earned media to reach the smartphone-enabled traveler segment. Research showed the target to be heavy users of mobile apps, social networks, and travel sites. The campaign leveraged multiple touch points within these areas to get the app in front of the target. QR codes and SMS codes were used extensively throughout all relevant media touch points to make downloading the app simple, immediate, and quick.