Betches is a digital media brand for millennial and gen z women that produces hilarious, authentic, and binge-worthy social content, podcasts, video series, articles, email newsletters, and more. In 2019, Moxy Hotels was looking to reach a new niche millennial audience throughout key markets around the US in order to introduce consumers to fun features of the Moxy Hotels experience. Betches and Moxy decided to partner on a first-to-market sponsorship of Betches’ U Up? Live Tour: a 21 city live show of Betches’ successful comedy and dating podcast, hosted by Co-Founder Jordana Abraham and Comedian Jared Freid. The Moxy Hotels x Betches partnership was seamless in that it was organically integrated throughout the U Up? Live franchise by educating the audience on the benefit and value of choosing Moxy Hotels nationally and internationally. As a part of the Marriott umbrella, Moxy Hotels also wanted to become a part of a more “playful” space that served as a perfect alignment to Betches.
Throughout the 21 city live tour, Betches created custom content that engaged the U Up? Live fans by integrating the Moxy Hotels experience throughout the campaign:
Live on-the-ground Instagram Stories, featuring celebrity guests: By capturing and creating content in real-time for @betches and @uuppod Instagram Stories, the team was able to show off the various aspects of the the Moxy Hotel stay experience and the U Up? Live show in person. We leveraged celebrity guests such as Joey Fatone, Nicole Lovar from ABC’s ‘The Bachelor’, Real Housewives of Atlanta’s LeAnn Locken, and more to enhance the Instagram Story content.
Instagram content on @betches main brand Instagram account leading up to each show: during the weeks leading up to each live show, we promoted both Moxy and the show using interactive games across the @betches and @uuppod IG handles, such as our signature “Red Flag or Deal Breaker” game by tailoring it to each upcoming live-show region and Moxy key market.
Podcast spots: to reach the dedicated U Up? Podcast listeners, we placed various mid-roll spots within episodes leading up to the live shows. Since the team and podcast hosts stayed in Moxy Hotels throughout the tour, they were able to genuinely speak to the audience about their first-hand experience of staying at the hotel, and how much they enjoyed the playfulness that Moxy brought to the table.
Exclusive Happy Hour events in each key region: In an effort to rally fans and local communities before the show, and physically get them inside the exciting new Moxy Hotel locations around the country, the team organized pre-show happy hours in target markets that were important to Moxy Hotels. During these happy hours fans could interact with the show’s talent in an intimate space. They were welcomed with signature check-in drinks to emulate the same experience one receives when they check into a Moxy Hotel.
Co-Branded signage and drink incentives for early attendees: One of Moxy Hotel’s features is that all guests receive a free drink at the bar when checking in to the hotel. The Betches team replicated this experience at the U Up? Live shows by offering free drinks for attendees who arrived early, and promoted this across betches social platforms.
Custom in-show segments: As an organic integration within the live show, the Betches team produced custom in-show segments sponsored by Moxy Hotels, which in this case served as a sponsored “Dating App Makeover” segment - a part of the show that its audience knows and loves. Select pre-vetted fans were invited to come on stage and have their dating app critiqued live, which provided them with a closer opportunity to be tied to the brand.
Custom branded video on Instagram & YouTube: to expand further into various channels, Moxy Hotels sponsored an episode of Betches’ first ever long-form scripted comedy series - Under The Influence. To organically showcase the partnership, the episode was filmed inside Moxy East Village and centered around the Travel Influencer character of the series.
In total, the Betches x Moxy Hotels partnership campaign garnered 18.6MM impressions. Members of both the betches and U Up? Communities began tagging @moxyhotels in their own organic content, explaining how lucky they were that Jared & Jordana gave them a perfect recommendation. With each tour stop, not only was there a packed house during happy hour, but the hosts kept the audience laughing throughout the entire show and within each custom Moxy branded segment. The Moxy Hotels team was absolutely thrilled with these results, and are looking forward to kicking off their renewal partnership in 2020 in a new, exciting way.
