Solar Eclipses have inspired community gatherings (and weird, crazy parties) since humanity leapt into existence.

Marriott International’s real-time marketing command center, M Live, took that as inspiration and determined to bring travelers trekking to hotels in the “zone of totality” not just into Mother Nature’s arms, but into those of their host’s accommodations and communities, too.

They would throw pop-up viewing events complete with delectable dining and bar fare. They would invite the outside in with local artists and artisans, enlivening the senses with live music, and enabling guests to gaze safely skyward in astonishment through branded solar eclipse glasses.

With an eye toward revenue generation, these the hosts of these experiential activations would invite guests, clients, and local partners while supporting the fundamental pillars of 19 participating brands. Hotels and resorts would provide the indulgences offered globally by their parent brand and offer experiences becoming of inherent social shareability.

M Live engaged 48 hotels from 19 brands in 21 states distributing 7,000 branded eclipse glasses among them for safe viewing. Working with each property, the team created experiences on-property by aligning hotels to their brand’s existing social and experiential guidelines.

Hotels invited the outside in; contacting local artists to create eclipse-inspired crafts in courtyards, on rooftops, and engaging outdoor spaces. Room packages were created at select hotels including exclusive access to events and special amenities.

Brand and property targeted the entire path of totality during the Solar Eclipse, focusing on locals near hotels where the eclipse would reach totality. Maximum reach was achieved when brands, properties, and guests posted to social using #SolarEclipse2017. Loyalty programs grew awareness among millions of members.

M Live, in concert with participating hotels, had set the stage. Mother Nature put on the show.

Most essentially, guests attending these pop-up viewing events left satiated, happy, and delighted to take home with them indelible memories of their experience at participating hotels and resorts.

Marriott International applied a budget of less than $6,000 in Marriott's first-ever real-time activation that involved both Marriott Rewards and SPG loyalty programs.

PR and social media efforts generated nearly 930MM impressions through digital and broadcast media coverage. There were more than 3.3K mentions from on-property resulting in 6.3MM impressions on a reach of 5.6MM without any paid media support.

Using geo-fencing technology, M Live tracked content shared to Instagram and Twitter. Results from host hotels exceeded expectations, delivering:

-406% increase in social reach year-over-year for hotels activating around the eclipse

-137% increase in users posting from on-property year-over-year

-78% increase in posts from on-property year-over-year

-$80,000 in contract roomnight revenue