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From the 12th Annual Shorty Awards

You’re Invited! Real-Time Exclusive Experiences

Finalist in Hospitality

About this entry

Marriott International's social marketing command center, M Live, was looking to enhance our Marriott Bonvoy members’ experience in real-time, while staying at our hotels, in unique and memorable ways on social media. 

M Live leveraged its unique “Surprise + Delight” capabilities to identify members, stemming from public geotagged property social posts. The primary objective for these “Surprise+Delights” was to create authentic brand ambassadors through, “Wow” experiences that enhance our members’ stays, deepen their relationship with Marriott, and foster User Generated Content...all while spending $0 in paid media.

We curated these experiences and exclusive access in partnership with our Marriott Bonvoy Social, Co-Brand Credit Cards, Marriott Bonvoy Tours + Activities, and Partnerships Teams.

Why does this entry deserve to win?

M Live delved through public social posts to identify and engage with members who were posting publicly on social and geotagging our hotels. The Marriott Bonvoy members were “Surprise+Delighted” with enhanced experiences through Marriott Bonvoy Tours + Activities including zipline excursions in Costa Rica, helicopter tours over Maui, and ATV tours in Aruba.  Additionally, we leveraged our access to the Final Four, Coachella, the Marriott Bonvoy American Express Card portfolio's "Dream Party" at the W South Beach during Art Basel, and W “Wake Up Call” Dubai. 

The Surprise+Delight activations provided elevated experience to our Marriott Bonvoy members. This type of activation generated above benchmark engagement rates and user generated content. Our message, enhanced experience, and access provided a story that our guests willingly and without being asked posted on their Instagram thus amplifying the value that being a Marriott Bonvoy member offers to a broader audience. When our guests posted about the experience, the @MarriottBonvoy social handle engaged with these comments to encourage the dialogue with the guest and deepening the relationship.  

We captured the authentic real-time moment of our members enthusiasm and excitement without traditional influencers, actors, or paid media spend. Our Marriott Bonvoy members were the stars, and we created true brand ambassadors as a result. Our members’ experiences were elevated and some of these members’ will be featured in-room globally on Marriott Bonvoy TV. These stories were all authentically created which created FOMO for their friends, families, and followers.

This approach creates broad inspiration through powerful channels, reaching travelers via social media and in our hotels globally. In turn, this generates awareness of the unique and personalized benefits of being a Marriott Bonvoy member.


We successfully achieved our team’s objectives for this initiative.

Our overall metrics for Surprise+Delight recipients were as follows:

We created highly marketable, relevant, and authentic content that will be distributed in-room on the Marriott Bonvoy TV platform in Q3-2020 which has a global reach of:

• 4,500+ hotels

• 1,000,000+ rooms

• Featured across 28 brands


Entrant Company / Organization Name

Marriott International

Entry Credits