VRoom Service & VR Postcards | Marriott | Work

Case Studies

2012

VRoom Service & VR Postcards

Challenge

Build on the groundbreaking 2014 launch of the Marriott Teleporter with an experience that would extend the brand’s leadership role in Virtual Travel and deliver huge PR value and buzz for Marriott’s innovation-driven transformation story.

Solution

We concepted, developed and executed a two-pronged activation campaign that made virtual reality an innovation amenity for Marriott guests:

VROOM SERVICE – An on-property virtual reality guest service

Guests could order a “VRoom Service” Case to their room, containing Samsung Gear VR headsets, devices, headphones and instructions on how to use them.

We created a partnership with Samsung, as well as developed every touchpoint of the guest experience, from the custom-designed futuristic cases, to the staff that delivered those cases and educated guests about how to use them, to the back-of-house operation that drove the program.

VR POSTCARDS – A virtual travel content platform that lived onsite and on Samsung's Milk VR content hub

We traveled the world to create compelling virtual travel experiences — visiting the mountains of Chile, the bustling streets of Beijing and an ice cream shop in Rwanda — and filmed real travelers who shared their own stories about why travel is important to them. Guests who requested VRoom Service were virtually transported on these journeys, inspiring them to take more travel adventures in real life.

We leveraged these two stories in their optimal channels with an integrated campaign that included PR, a social contest, social influencers and original content — delivering sustained buzz for Marriott around this high-profile proof point in the brand’s transformation story.

The program was a resounding success, solidifying Marriott’s position as an industry innovator, technology pioneer and VR leader. The results speak for themselves:

+524,000,000 Potential Social Media Impressions

+293,000,000 PR Impressions

…and plenty of positive reviews across publications, including: AP Travel, A.V. Club, Business Insider, Conde Nast Traveler, Engadget, Fast Company, Forbes, Fortune, Gizmodo, Huffington Post, Popular Mechanics, The Verge, Variety and Yahoo News.

Visionary

Daring

Ridiculously fast