Marriott International’s second film tantalizes millennials
with value, creative
Marriott International’s plumbing of a new sector of digital
marketing continues with the release next month of a second original short
film, French Kiss, extending an outreach to younger consumers via YouTube.
The film, which will be available May 19 on mobile via
YouTube, follows the hotel chain’s release in March of Two Bellmen, which has
so far received five million views on YouTube. The project builds upon Marriott
International’s bid to connect emotionally with consumers and highlight its
properties in a creative manner with mobile playing a major strategic role.
“When we sit down to plan content, we actually build the
creative and distribution strategy working backwards understanding how each
screen is different from viewer to viewer an behavior,” said David Beebe, vice
president of creative and content marketing at Marriott International,
Bethesda, MD.
“It’s not just about creating one piece of creative and
pushing it everywhere. You have to build creative in context for each screen.”
“By providing content on mobile that provides value – be it
utility, destination, or entertainment –, the viewer makes a positive
association with the brand because it provided value first, and didn’t try to
sell anything,” he said.
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