Marriott India and Rising Pune Supergiants Digital Marketing Campaign

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The document summarizes a digital marketing campaign by Marriott India to promote its partnership with the Rising Pune Supergiants cricket team. The campaign ran from April to May 2016 across social media platforms and engaged over 158 million users. It featured various types of posts highlighting the partnership, player nicknames, and CSR events. User engagement was highest on Facebook and during a Twitter contest about players and the team. The widespread participation across Marriott properties in India helped promote the brand.

Social Media

#MarriottForRPSG
APRIL – MAY 2016
CAMPAIGN REPORT
#MarriottForRPSG
Digital Outreach by
www.mindshiftinteractive.com

#MarriottForRPSG
OBJECTIVES
01Create and sustain online buzz around the
partnership between Marriott India & Rising Pune
Supergiants through the IPL season
02
03
Create fresh content that ties together the elements
of both fields in a fun & relatable manner
Leverage the partnership to increase engagement on
the online platforms of the Marriott properties

#MarriottForRPSG
OVERALL CAMPAIGN OUTREACH
Twitter Outreach 53.6 M
Facebook Outreach 4.5 M
Instagram Outreach 100.6 M
Total Outreach 158.8 M
Total Posts - 385 Total Platforms - 3

#MarriottForRPSG
PARTICIPANT PROPERTIES
HYDERABAD GOA

#MarriottForRPSG
The Generic Posts focused on establishing the
connect between Marriott India & Rising Pune
Supergiants through highlighting events like the
welcoming ceremony of the team at JW
Marriott Pune and celebratory posts
GENERIC POSTS

#MarriottForRPSG
GENERIC POSTS
GM welcoming Dhoni post Celebratory Post

#MarriottForRPSG
The #CricketOnMyMind Posts revolved
around creating a common connect between
food & cricket which is easily relatable for the
audience
#CricketOnMyMind

#MarriottForRPSG
#CricketOnMyMind
Leg Before Wicket
Full Toss Post
Great Shot Post

#MarriottForRPSG
The idea for this series focused on developing
visuals for the nicknames the fans gave to
their favorite players, during the Twitter
Contest, in a quirky manner
VISUAL NICKNAMES

#MarriottForRPSG
VISUAL NICKNAMES
Captain Cool aka MS Dhoni Talent Box aka Steven Smith

#MarriottForRPSG
VISUAL NICKNAMES
Qutab Minar aka Ishant Sharma Quickgun Murugun aka M Ashwin

#MarriottForRPSG
The CSR Playoff Event posts covered
the event online, They included pre and
post event updates in the form of
photos and a video.
CSR INITIATIVE

#MarriottForRPSG
CSR PLAYOFF POSTS
Pre-event post Post-event coverage

#MarriottForRPSG
The subsidiary properties of Marriott also
showed their love & support to our team. The
Support Posts captured that along with other
posts showcasing the good times the
cricketers had at the Marriott properties.
SUPPORT POSTS

#MarriottForRPSG
SUPPORT POSTS
The JW Food Truck
The Pune Baking Company
Miami
Live updates from JW Marriott Pune, while the
players were staying

#MarriottForRPSG
The content shared was not restricted
to just photos, we focused on other
formats such as GIFs and videos to
create more engagement
RICH MEDIA

#MarriottForRPSG
GIFs SHARED
A GIF showing the on filed and off field armor of the team and our chefs

#MarriottForRPSG
GIFs SHARED
Celebratory post

#MarriottForRPSG
VIDEOS SHARED
https://www.facebook.com/JWMarriottPune/videos/1122418177810170/https://www.facebook.com/JWSahar/videos/1480417352014
628/

#MarriottForRPSG
TWITTER CONTEST
The #MarriottForRPS Contest engaged the fans in a fun
conversation by asking them questions related to the
team and their favourite players.
Contest Stats

#MarriottForRPSG
CONTEST ANALYSIS
Properties that created the maximum impressions during the contest

#MarriottForRPSG
Top keywords mentioned apart from the hashtag Share of Tweets
CONTEST ANALYSIS

#MarriottForRPSG
Highest activity was witnessed between 4 & 5 pm with 400 tweets
CONTEST ANALYSIS

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1. #MarriottForRPSG APRIL – MAY 2016 CAMPAIGN REPORT #MarriottForRPSG Digital Outreach by www.mindshiftinteractive.com

2. #MarriottForRPSG OBJECTIVES 01Create and sustain online buzz around the partnership between Marriott India & Rising Pune Supergiants through the IPL season 02 03 Create fresh content that ties together the elements of both fields in a fun & relatable manner Leverage the partnership to increase engagement on the online platforms of the Marriott properties

3. #MarriottForRPSG OVERALL CAMPAIGN OUTREACH Twitter Outreach 53.6 M Facebook Outreach 4.5 M Instagram Outreach 100.6 M Total Outreach 158.8 M Total Posts - 385 Total Platforms - 3

4. #MarriottForRPSG PARTICIPANT PROPERTIES HYDERABAD GOA

5. #MarriottForRPSG The Generic Posts focused on establishing the connect between Marriott India & Rising Pune Supergiants through highlighting events like the welcoming ceremony of the team at JW Marriott Pune and celebratory posts GENERIC POSTS

6. #MarriottForRPSG GENERIC POSTS GM welcoming Dhoni post Celebratory Post

7. #MarriottForRPSG The #CricketOnMyMind Posts revolved around creating a common connect between food & cricket which is easily relatable for the audience #CricketOnMyMind

8. #MarriottForRPSG #CricketOnMyMind Leg Before Wicket Full Toss Post Great Shot Post

9. #MarriottForRPSG The idea for this series focused on developing visuals for the nicknames the fans gave to their favorite players, during the Twitter Contest, in a quirky manner VISUAL NICKNAMES

10. #MarriottForRPSG VISUAL NICKNAMES Captain Cool aka MS Dhoni Talent Box aka Steven Smith

11. #MarriottForRPSG VISUAL NICKNAMES Qutab Minar aka Ishant Sharma Quickgun Murugun aka M Ashwin

12. #MarriottForRPSG The CSR Playoff Event posts covered the event online, They included pre and post event updates in the form of photos and a video. CSR INITIATIVE

13. #MarriottForRPSG CSR PLAYOFF POSTS Pre-event post Post-event coverage

14. #MarriottForRPSG The subsidiary properties of Marriott also showed their love & support to our team. The Support Posts captured that along with other posts showcasing the good times the cricketers had at the Marriott properties. SUPPORT POSTS

15. #MarriottForRPSG SUPPORT POSTS The JW Food Truck The Pune Baking Company Miami Live updates from JW Marriott Pune, while the players were staying

16. #MarriottForRPSG The content shared was not restricted to just photos, we focused on other formats such as GIFs and videos to create more engagement RICH MEDIA

17. #MarriottForRPSG GIFs SHARED A GIF showing the on filed and off field armor of the team and our chefs

18. #MarriottForRPSG GIFs SHARED Celebratory post

19. #MarriottForRPSG VIDEOS SHARED https://www.facebook.com/JWMarriottPune/videos/1122418177810170/https://www.facebook.com/JWSahar/videos/1480417352014 628/

20. #MarriottForRPSG TWITTER CONTEST The #MarriottForRPS Contest engaged the fans in a fun conversation by asking them questions related to the team and their favourite players. Contest Stats

21. #MarriottForRPSG CONTEST TWEETS

22. #MarriottForRPSG PARTICIPANT TWEETS

23. #MarriottForRPSG CONTEST ANALYSIS Properties that created the maximum impressions during the contest

24. #MarriottForRPSG Top keywords mentioned apart from the hashtag Share of Tweets CONTEST ANALYSIS

25. #MarriottForRPSG Highest activity was witnessed between 4 & 5 pm with 400 tweets CONTEST ANALYSIS

26. #MarriottForRPSG CAMPAIGN HIGHLIGHTS 01 02 03 Around 40 Marriott properties participating from across India gave us an outreach of 158.8 million making it an excellent Marriott branding campaign Rich media content formats like videos & GIFs garnered better engagement The campaign was live on three platforms, Facebook, Twitter & Instagram 04 05 India’s love for cricket and the passion showed by Marriott resonated well with the audience which led to positive engagement Facebook emerged as the strongest platform for the brand in terms of the interactions & engagement

27. #MarriottForRPSG PRESS COVERAGE

28. #MarriottForRPSG THANK YOU!

Marriott India and Rising Pune Supergiants Digital Marketing Campaign

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