Marriott - #MRPoints

Marriott - #MRPoints

As part of a wider ‘Travel Brilliantly’ repositioning campaign, Marriott has launched an ‘#MRPoints’ social media initiative to capitalise on today’s travellers desire to share their journey with followers on social media.

Participants in the campaign are rewarded ‘socially’ with points for Marriott’s reward program. Marriott Rewards members receive 25 points when they link their Twitter or Instagram profile (50 points for linking both) to their membership accounts.

Participants can then earn 25 points for shares that include a promotion-specific hashtag (like #StayDC and #StayBaltimore ), plus the #MRPoints hashtag. Very active sharers can earn up to 125 points per day.

Rewarding social advocacy is a smart tactic, if the right messages are awarded to align with the brand’s objectives.

Estonian Air became the first airline in the world to launch a ‘social loyalty’ program called AirScore in 2011, while Air Canada and JetBlue have lauched similar initiatives.

Estonian rewarded its AirScore program members for advocating the brand on Facebook, and getting a Facebook friend to join the AirScore program.

At the time, Estonian Air’s CEO Tero Taskilia described the benefits to the airline of the initiative:

Using traditional channels to promote the airline and the country abroad requires a big budget and human resources. Social Media is one of the most effective ways to market and promote brands across the borders.