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9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Marriott Rewards Facebook Lead Gen

Finalist in Hospitality

Silver Distinction in Facebook

Objective

Marriott Rewards' vision was simple: Acquire new members through frictionless experiences powered by tech, allowing users to seamlessly join the loyalty program without ever leaving Facebook.

Strategy

People are spending more time on their mobile devices than ever before, and Facebook's Lead Gen solution makes it easier for people to connect with businesses, wherever they are. Reaping the rewards of membership should be easy, including how new members discover and join Marriott's award-winning loyalty program. In June, the loyalty program partnered with Facebook to build an industry-first solution that enables potential new members to enroll in the program without ever leaving the Facebook environment.

The campaign leveraged a custom data integration, solutions engineering directly with Facebook, and an innovative adaptation of online forms. This approach transformed the sign-up process via social media by eliminating cumbersome and unnecessary steps, delivering a truly seamless and easy way to join Marriott Rewards.

Marriott Rewards had recently (March) streamlined their enrollment form on Marriott.com, reducing the number of fields required from 12 to five (5). The same methodology and approach was leveraged for Facebook, working in partnership to build a custom form specific to Marriott Rewards' needs including:

Marriott Rewards was the first brand within the hotel category to adopt Facebook's Lead Gen solution.

Results

Conversion

Enrollment conversion is 229% higher when using Facebook's Lead Gen solution in comparison to other digital acquisition channels.

Efficiency

Facebook's Lead Gen solution is 160% more cost effective than other digital acquisition channels.

Media

Produced by

Marriott International, Facebook, MediaEdge Communications (MEC)

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.