Marriott Hotels Asks Fans To #reunitemewith
Microsoft Advertising and MEC Access have launched #ReuniteMeWith, a new cross-platform sponsorship activation campaign for England Rugby partner, Marriot Hotels.
The campaign will lead on Skype across 13 countries, giving English expats the chance to travel home to watch an England game at Twickenham with their family and friends. It will also run across other Microsoft platforms including MSN, Outlook.com and Windows 8 in the UK.
Marriott Hotels, a partner of England Rugby and title partner of the Marriott London 7s, will encourage user generated content contributions from rugby-loving consumers with family or friends living abroad in the form of a video clip submission via a new hub.
These personal nominations will need to show why their nomination should be chosen to attend one of four matches at Twickenham. Four winners will then be chosen by Marriott and flown home for an England game in 2015 – including the last game of the RBS 6 Nations, England v France on 21st March.
The first phase of the campaign, for the RBS 6 Nations, will be promoted across a number of additional channels outside of Microsoft – content creation, digital engagement, social media, RFU channels, experiential and PR.
Chi Nguyen, director field marketing Europe, Marriott Hotels, said: “This year will be a magical time for rugby fans and seeing England play at Twickenham is always a special occasion. We wanted to do something special for fans living abroad, who usually can only watch the game on TV at awkward times in the middle of the night. Microsoft and MEC Access have taken a creative, insights-led approach, enabling us to provide four lucky fans with the opportunity to experience England rugby live.”
Stuart Flint, sales director, Microsoft Advertising, added: “Skype is where today’s connected consumers go to have meaningful conversations with their closest friends and family. There’s an average of 50 billion minutes of calls made on Skype every month, and we know Skype users have a high propensity to book holidays online. Using this insight, our technology and Skype’s ability to connect friends and family around the world, we worked with MEC Access to develop a bespoke campaign that drives engagement with rugby fans living overseas for Marriott.”
