Objectives

As a longtime NFL sponsor, Courtyard by Marriott set out to captivate the attention of its target guest, the Trailblazer, an ambitious traveler that over-indexes with NFL fandom.

As an official NFL sponsor, Courtyard by Marriott, prides itself on creating unforgettable moments for it's guests. With that, the Courtyard Super Bowl Sleepover Suite was created, which only the Official Hotel of the NFL can create, as the official hotel partner. NFL fans could enter a contest to win a once-in-a-lifetime experience: a sleepover in the Courtyard Super Bowl LVII Sleepover Suite overlooking the field. 

The specific content goals included generating mass awareness of this footprint and experience and to drive active engagements on social media. To achieve these content goals, Courtyard by Marriott partnered with Matt James, an American television personality, businessman, and former NCAA football player. James is best known for being the first male African-American lead for The Bachelor in season 25.

Strategy and Execution

This project as brought to life by:

1. The concept idea was a spinoff of the famous MTV Cribs show that gives viewers a glimpse into the lavish homes, lifestyles, and rituals of their favorite stars. In this case, we used Matt James as the star to give a tour of the Courtyard Super Bowl LVII Sleepover Suite.
2. Partnering with a social media personality to be the figurehead in the video. Matt James was chosen since he is an American television personality and former NCAA football player. James is best known for being the lead on The Bachelor season 25. James is extremely active on social media, has a very large following of 913,000 followers on Instagram, and is constantly partnering with brands.
3. Ensuring both users, Courtyard by Marriott and Matt James engage in active community management of likes, comments, reshares, and more to increase engagements with users.
4. Collaborating with Matt James using the Instagram collaboration tool to cross-promote each other's content and extend the reach of the campaign.
5. Targeting the right audience with a paid amplification strategy with this content to drive awareness and engagements.
6. Strategically publish on Instagram and Tik Tok.

Results

The results are attributed to reach, and most importantly, owned, earned, and paid metrics totaling 8,900,000 million impressions, 2,850,000 million engagements, and a 32% engagement rate.

With an engagement rate of 32%, this was deemed as an extremely successful partnership to drive awareness and engagements. Plus, many positive comments are a testament to the success of this collaboration with Matt James, which includes:

“😍❤️Wow, I did not know that they had that!”

“So cool, NFL and Courtyard teaming up!”

“Awesome partnership”

“Is the bed really in the stadium?”

"This is so cool"

Media