"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."
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.
Read at Thedrum
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