In August 2011, Marriott launched their new mobile strategy with dedicated apps for iPhone, BlackBerry, and Android devices. The strategy also supported other web-enabled phones via an HTML 5 “app-like” experience. Marriott engaged us to develop a creative and media effort in support of the launch.Marriott eCommerce Marketing and us developed an innovative and multi-channel campaign that utilized paid, owned, and earned media to reach the smartphone-enabled traveler segment. With the goal of driving a 500,000 downloads in the first three months, it was clear that the campaign would need to break through the crowded travel app space and get the attention of the hard-to-reach target.

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.

Media Types:Paid: Print (USA Today), Paid Search, Mobile Display, Search Retargeting Banners, Integrated with 3rd party boarding passes using QR and SMS, integrated placements within popular travel apps such as Tripit, and Facebook ads using QR codes as the thumbnail image, allowing direct download.Owned: Homepage Takeover, Email, QR codes on Room Keys and Handouts, Marriott.com pages and banner ads.Earned: Social Media Channels (Facebook, Twitter, and Marriott Insiders), Internal Communications Channels. Public Relations, Blogger outreach, and a short, fun video on YouTube.Results:Reached # 1 travel app on iTunes on the first day of the campaign1st travel app to break the top 5 free apps overall in iTunes (#4)500,000+ downloads within the first three monthsOver 70K QR and SMS codes scanned or texted for downloads