Marriott Bonvoy launched a Snapchat marketing campaign in December 2018 by hiring social media influencers like Shaun McBride to visit properties and advertise on Snapchat. The campaign targets millennial travelers and the next generation by using influencers to engage audiences in deciding locations and sharing real stories about Marriott services, in order to attract new customers through unconventional storytelling rather than direct advertising. Marriott hired 4 influencers who interact with followers to choose locations to visit, with the goal of promoting engagement across social media platforms through eye-catching user-generated content.