Boosting Brand Favorability with Xbox
How We Did It
Engaged music, gaming and fashion enthusiasts
Targeting high-travel-intent millennials
Increased brand alignment with “exclusive & innovative” experiences
By promoting W Hotels “New/Next” destinations, wellness and music content
Spread awareness of “Wake Up Call”
A W Hotels Music Festival
We pushed for new, innovative media formats. That’s important for W Hotels, given our culture of innovation and our consumers’ constant curiosity for what’s new and next.
Nicolette Harper, Global Vice President of Media, Marriott International
Inspired by the open-minded culture and non-stop energy of New York City, W Hotels fuels their guests’ lust for life. Their audience is highly engaged online and always looking for a taste of the incredible. Knowing that a single, focused partnership would garner greater impact, W Hotels partnered with Yahoo. Together, we launched the “New/Next” campaign, designed to drive brand awareness and affinity with millennial luxury travelers.
Showcasing the best
“New/Next” showcased the very best of W Hotels: new properties, the brand’s FUEL wellness offering, and unique experiences like “Wake Up Call,” W’s take on luxury music festivals. Audiences had the opportunity to enter a W Hotels sweepstakes by watching a 30-second video, which led to a wealth of additional branded content. Through Xbox, W Hotels also beamed their brand into living rooms, forging even more intimate connections with consumers.
With high-energy content and innovative formats, W Hotels reached quality connections at scale and delighted young disruptors on Xbox. The customized, exploration-driven experience led to a 3-minute average engagement time, and boosted brand favorability by 11.6%.
Integrating with Xbox was amazing because we literally beamed into people’s living rooms. People use Xbox as a home entertainment device, so the reach is really quite broad.
Carly Van Sickle, Sr. Director, Global Brand Marketing, W Hotels
Xbox landing experience
With passion-point content portals and interactive destinations
“Wake Up Call” music festival livestreaming
On Yahoo via our Video Stage Takeover ad format
Programmatic OTT video and audio
Across Spotify, Pandora and SoundCloud
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