Super Bowl LII Campaign

In a world where loyalty programmes are often transactional and perfunctory in nature, ignis were briefed to support the Marriott Rewards programme and communicate its unique ‘Moments’ offering.

ignis were tasked with demonstrating that the Marriott Rewards loyalty programme offers much more than just hotel stays. Members can put their points towards exclusive money-can’t-buy experiences. From Master Chef cooking classes to Golf lessons with PGA professionals or trips to the Super Bowl these ‘Moments’ really are the crème-de-la-crème of brand experiences.

To launch the campaign, one Marriott Reward’s Member and NFL fan was surprised at BBC Studios with an all-expenses paid trip to the Super Bowl in Minneapolis, USA.  The video features winner Lee joining Osi and Jason on set as a ‘special guest’, only to be further surprised with tickets to the 2018 Super Bowl. The full video was broadcast across Marriott Rewards social channels and viewers were in with a chance to win points to put towards their exclusive Marriott ‘Moments’ by commenting on the video with their own ideas and using hashtag #MembersGetIt.  

The video and social activity demonstrates that by utilising partnerships effectively you can create inspiring content that will communicate the fantastic Rewards offering to a broad audience.