Marriott looks for social buzz with upside-down hotel room
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.
— 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.
Just hanging around! Our brands reporter Tanya Dua visited the #mgravityroom at the Marriott Brooklyn Bridge in New York — an interactive, inverted replica of the brand’s modern new room design. The replica has been designed to make it seem like guests are on the ceiling, but in reality, it’s just the way the items have been arranged.
More in Marketing
Marketing Briefing: As influencer marketing grows up, vetting gets more serious for creator partnerships
Overall there’s more due diligence from marketers when it comes to influencer marketing efforts now, according to marketers and agency execs, who say that there’s been more rigor over the last year, and especially over the last six months.
The collaboration between the Los Angeles Rams and Snapchat goes back to 2020 as the Rams made became the first NFL team to conceive a Snapchat AR experience, affording fans the opportunity to virtually wear the team’s recently unveiled uniform.
When it comes to agencies, both of Meta’s older sibling social media platforms may be past their primes.