Nine passes left to attend the Digiday Publishing Summit
Marriott is turning its hotel room upside down.
This week in New York, the hotel chain unveiled the #MGravityRoom, an inverted room designed to showcase its modern new decor. The idea of the experiential marketing ploy is to highlight Marriott’s new room decor by turning one of its rooms upside down. The installation has a chair, a desk and a bed hanging from the wall on one side, so when you walk in and take a picture, it appears as though you are on the room’s ceiling.
“This was a really fun, creative way for us to be able to showcase our new design, where we’re literally taking the guest room and flipping it on its head,” said Matthew Carroll, Marriott’s vp of global brand management.
Marriott worked with a range of design firms, including Marriott I + A Design Studio, Fairmont Designs, Brookline Furniture, Belstone, Wolf Gordon, Mosaic Tile Company, Historic Timber and Plank, Sandler Seating and Designtex. The installation is available for people to check out at the New York Marriott at the Brooklyn Bridge until Oct. 1.
The reach of such experiential stunts is by definition limited, but Marriott hopes the unique chance for people to take a photo seemingly sitting on the ceiling will spur social sharing that will get the brand into people’s Facebook, Instagram and Twitter feeds.
Stop by @MHMarriottBK now to view our interactive + evolving modern guest room design, with a twist. #MGravityRoom pic.twitter.com/l26RNMO0FC
— Marriott Hotels (@Marriott) September 20, 2016
Marriott is no stranger to experiential marketing. Last year, the brand offered its guests virtual tours of Chile, China and Rwanda right from the comfort of their hotel rooms. In 2014, it tapped Oculus Rift to give guests tours of Hawaii and London through a giant simulator.
“We’re having fun in the space and taking risks, and this is just the most recent example of one of those risks,” said Carroll.
More in Marketing
‘Consumers are dying to get out of their houses’: How Cinemark’s CMO is getting people back to the movies
A look at how consumer demand looks in the movie industry and what other retailers can learn from Cinemark’s loyalty and membership programs.
Platform and agency execs recommended must-reads to unwind during busy periods
Senior execs from the likes of TikTok, Snap, OMD USA, Publicis London and more let us in on their favorite page-turners to unwind.
In Graphic Detail: AI adoption increases, but U.S. consumers are still wary
Digiday has charted the rise of generative AI, big tech’s investment into AI as well as agencies’ top use cases and consumer sentiment.