Marriott’s Millionth Mobile Check-In activation was designed to spark discussion and engagement with the Marriott Mobile App. The stunt itself surprised the user who performed the millionth check-in via the Mobile App with an over-the-top surprise and delight party, rewarding him with one million Marriott Rewards points. The stunt served as a catalyst to launch a global sweepstakes that encourages consumers to download the Mobile App and use Mobile Check-In through the end of the year for a chance to win their share of millions of Marriott Rewards points.

Following the surprise and delight activation at the JW Marriott LA Live, we launched the sweepstakes in tandem with the release and distribution of the video capturing the Millionth Mobile Check-In surprise. To date, the video has received a total of 2.7 million views across social and digital channels. The customer usage for Mobile Check-In grew 133% compared to pre-launch weeks, resulting in nearly +180K Check-Ins during the two weeks following the launch of the sweepstakes (compared with 46K Check-Ins the week prior). Additionally, the native video shared on the Marriott Rewards Facebook page generated a meaningful increase in installs of the Marriott Mobile App, significantly exceeding our initial goals for the campaign.