In 2020, Marriott Bonvoy expanded its audience to include domestic leisure travelers due to COVID restrictions. Recognizing gaming as a key interest, Marriott partnered with Bidstack and Publicis to engage this audience through in-game advertising. The campaign featured ads in 23 games, ensuring high attention and brand awareness while respecting gameplay. This strategy capitalized on the pandemic-driven growth of gaming, allowing Marriott to reach a diverse and affluent audience, ultimately enhancing brand affinity and awareness in a new channel.
"Marriott Bonvoy's ads were brought to life in-game in a way that was designed to deliver high levels of attention and brand awareness - whilst respecting the playing experience."
"Unlike other advertising formats, gaming offers unparalleled levels of attention. Premium gaming environments require 100% of a player's attention when they are exploring virtual worlds."
"The pandemic fueled interest in gaming and accelerated its growth dramatically, leading to a phased approach to testing, learning and finding the right places to excel within the space."
Read at Thedrum
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