A Ground Signal Case Study
A Ground Signal Case Study
Marriott and Ground Signal Partner for the #AppYourService Launch in New York City
#APPYOURSERVICE BY MARRIOTT Marriott International Inc. had grand plans for the launch of a new feature within their mobile app that allows guests to request services and amenities before, during and after their stay. To promote the service, Marriott planned a campaign called #AppYourService to encourage their guests and the public to request gifts through the mobile app.
1
THE BUSINESS CHALLENGE The campaign was held in seven locations around New York City: Union Square, Herald Square, Bryant Park, Grand Central, Rockefeller Center, Flatiron, and Times Square. Each location was staffed with Marriott concierge members dressed from head to toe in the classic red bellhop Marriott attire.
Marriott recognized that social location data would play a critical role in the success of the campaign. Finding social content and influencers to engage in real-time within each of the areas would require the precise location of posts. Additionally, Marriott wanted to reach potential customers and influencers in the targeted locations who weren’t already aware of the service.
2
Ground Signal allowed Marriott to discover posts and influencers in the targeted area regardless of whether they were associated with the campaign.
THE SOLUTION Using Ground Signal, Marriott geofenced each of the seven locations to discover influencers and content throughout the campaign. The Ground Signal platform sat next to other social tools, such as Sysomos, in a fashioned command center located just outside of the New York Marriott Marquis. While social listening tools allow brands to search content by #hashtag and @mentions, Ground Signal allowed Marriott to discover posts and influencers in the targeted areas regardless of whether they were associated with the campaign.
3
“ I made friends with these @Marriott Bellhops on our way to #yoga today! #AppYourService @lexinthecity1
“
THE RESULTS The campaign was a huge success. Over the course of the day, 325 gifts were delivered to existing clients and prospective rewards members using a shiny bright red Marriott branded pedicab.
4
People requested various items that ranged from gift cards, shoes, to Shake Shack and flowers - even chips and guacamole were hand delivered. dearfranny Ask #AppYourService and you shall receive! I got free chips and guacamole, plus a gift card delivered by this sweet #Marriott concierge Michael! #luckyday
muigahyee What a good way to start my morning #AppYourService #thanksmarriott
Through Ground Signal, the Marriott team encouraged influencers with high follower counts to request gifts; increasing the reach of the campaign and creating opportunities for brand advocates. People requested various items that ranged from gift cards, shoes, to Shake Shack and flowers even chips and guacamole were hand delivered.
joshjunisfun Thanks Marriott! #AppYourService. Now only if only the #shakeshack at Madison Sq Park was open...
peppercomm Tweet and you shall receive! Thanks to @aepearce29’s amazing Twitter skills and @MarriottHotels for the pizza party this afternoon #AppYourService
5
“ I don’t know who these guys are but they’re awesome! @Curvey Talk
“
Spectators shared photos of campaign signage and tweeted things like, “I don’t know who these guys are but they’re awesome.” Marriott utilized the Ground Signal platform, in real-time, to respond directly and raise awareness for the #AppYourService campaign.
6
LOCATION-BASED AUDIENCE PLATFORM
Boston HQ 36 Bromfield St Boston, MA 02108
San Francisco 44 Tehama St San Francisco, CA 94105
New York 115 W 18th St New York, NY 10017
www.groundsignal.com [email protected] @ground_signal
Lovingly crafted by CO Everywhere | © 2012 - 2015 CO Everywhere, Inc. Patent Pending
Sources: http://news.marriott.com/2015/05/travelers-can-ask-anything-anytimeanywhere-with-the-new-industry-leading-mobile-request-chat-featur.htm http://travel.usnews.com/rankings/travel-rewards/hotel-rewards/marriott-rewards/
Marriott and Ground Signal Partner for the #AppYourService Launch in New York City
#APPYOURSERVICE BY MARRIOTT Marriott International Inc. had grand plans for the launch of a new feature within their mobile app that allows guests to request services and amenities before, during and after their stay. To promote the service, Marriott planned a campaign called #AppYourService to encourage their guests and the public to request gifts through the mobile app.
1
THE BUSINESS CHALLENGE The campaign was held in seven locations around New York City: Union Square, Herald Square, Bryant Park, Grand Central, Rockefeller Center, Flatiron, and Times Square. Each location was staffed with Marriott concierge members dressed from head to toe in the classic red bellhop Marriott attire.
Marriott recognized that social location data would play a critical role in the success of the campaign. Finding social content and influencers to engage in real-time within each of the areas would require the precise location of posts. Additionally, Marriott wanted to reach potential customers and influencers in the targeted locations who weren’t already aware of the service.
2
Ground Signal allowed Marriott to discover posts and influencers in the targeted area regardless of whether they were associated with the campaign.
THE SOLUTION Using Ground Signal, Marriott geofenced each of the seven locations to discover influencers and content throughout the campaign. The Ground Signal platform sat next to other social tools, such as Sysomos, in a fashioned command center located just outside of the New York Marriott Marquis. While social listening tools allow brands to search content by #hashtag and @mentions, Ground Signal allowed Marriott to discover posts and influencers in the targeted areas regardless of whether they were associated with the campaign.
3
“ I made friends with these @Marriott Bellhops on our way to #yoga today! #AppYourService @lexinthecity1
“
THE RESULTS The campaign was a huge success. Over the course of the day, 325 gifts were delivered to existing clients and prospective rewards members using a shiny bright red Marriott branded pedicab.
4
People requested various items that ranged from gift cards, shoes, to Shake Shack and flowers - even chips and guacamole were hand delivered. dearfranny Ask #AppYourService and you shall receive! I got free chips and guacamole, plus a gift card delivered by this sweet #Marriott concierge Michael! #luckyday
muigahyee What a good way to start my morning #AppYourService #thanksmarriott
Through Ground Signal, the Marriott team encouraged influencers with high follower counts to request gifts; increasing the reach of the campaign and creating opportunities for brand advocates. People requested various items that ranged from gift cards, shoes, to Shake Shack and flowers even chips and guacamole were hand delivered.
joshjunisfun Thanks Marriott! #AppYourService. Now only if only the #shakeshack at Madison Sq Park was open...
peppercomm Tweet and you shall receive! Thanks to @aepearce29’s amazing Twitter skills and @MarriottHotels for the pizza party this afternoon #AppYourService
5
“ I don’t know who these guys are but they’re awesome! @Curvey Talk
“
Spectators shared photos of campaign signage and tweeted things like, “I don’t know who these guys are but they’re awesome.” Marriott utilized the Ground Signal platform, in real-time, to respond directly and raise awareness for the #AppYourService campaign.
6
LOCATION-BASED AUDIENCE PLATFORM
Boston HQ 36 Bromfield St Boston, MA 02108
San Francisco 44 Tehama St San Francisco, CA 94105
New York 115 W 18th St New York, NY 10017
www.groundsignal.com [email protected] @ground_signal
Lovingly crafted by CO Everywhere | © 2012 - 2015 CO Everywhere, Inc. Patent Pending
Sources: http://news.marriott.com/2015/05/travelers-can-ask-anything-anytimeanywhere-with-the-new-industry-leading-mobile-request-chat-featur.htm http://travel.usnews.com/rankings/travel-rewards/hotel-rewards/marriott-rewards/
