ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

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.

Results

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

Media

Produced by

Marriott International

Entry Credits