When it comes to launching a mobile app, standing out in a crowded market can be a daunting task. However, Beeby Clark+Meyler proved that with the right strategy and creative approach, it's possible to drive massive downloads and exceed expectations. In this case study, we'll explore how they helped launch the Marriott Mobile App and achieved unparalleled success.

The Challenge

In today's fast-paced digital landscape, capturing the attention of tech-savvy travelers aged 25-65 is a significant challenge. With limited time and an abundance of marketing options, finding innovative ways to reach this audience is crucial. Beeby Clark+Meyler took on this challenge by leveraging the ubiquitous smartphone as their secret marketing weapon.

The Goal

The goal was straightforward: drive 500K downloads within the first three months. To achieve this, the team needed a campaign that would resonate with travelers and effectively communicate the benefits of the new Marriott Mobile App.

The Solution

By recognizing the smartphone's omnipresence, Beeby Clark+Meyler created a clever concept: "The Overworked Smartphone." This theme was carried across all media – mobile, print, social, display, and hotel properties – employing paid, owned, and earned assets. The campaign featured QR and SMS messaging on ads, including boarding passes, hotel room keys, and Facebook ads (an industry first). This multi-channel approach allowed the team to surround travelers with a plea from their smartphones, showcasing the benefits of getting both a vacation and the new free Marriott Mobile App.

The Results

The results were nothing short of impressive:

  • First day of the campaign: reached #1 travel app on iTunes
  • First travel app to break the Top 5 free apps overall in iTunes (#4)
  • Achieved 500K downloads within the first three months
  • Over 80K QR and SMS codes scanned or texted for downloads
  • Marriott became the 3rd largest m-commerce sales site of all time
  • Innovative use of QR and SMS on Marriott's owned collateral became top performers in terms of volume

The campaign's success didn't go unnoticed. Beeby Clark+Meyler took home several prestigious awards, including:

  • 'Excellence in Connected Marketing Top Prize' – ClickZ
  • 'Best Use of Mobile Marketing' – ClickZ
  • 'Best Direct Response Campaign' – Digiday
  • 'Best Hotel & Lodging Integrated Ad Campaign' – IAC
  • Silver Award for Marriott Mobile App Launch – Mobile Advertising category – IAB

Get in Touch

Want to learn more about how Beeby Clark+Meyler's innovative approach can drive success for your app startup ideas? Contact us today to explore our capabilities in data, media, and creative. Let's get started!