Marriott Hotels reimagines travel with augmented reality
October 17, 2013
The ad in Wired
Marriott Hotels is pairing a futuristic redesign of its hotel lobbies with a futuristic augmented-reality packed ad in Wired magazine.
The print advertisement explains that Marriott is “re-imagining the future of travel” with new lobbies and tech-enabled work spaces as a part of its Travel Brilliantly campaign. When consumers scan the ad with the Blippar application, an augmented reality feature brings the page to life with a video that describes the hotel chain’s innovations.
“More than just a picture, this campaign truly captures the look and feel of the Marriott brand,” said Lisa Hu, New York-based United States vice president and general manager at Blippar.
“By offering an intriguing look at new places to visit paired with state-of-the-art hospitality offerings, it’s clear that Marriott is the ideal hotel solution for the global traveler,” she said. “After engaging with the ad, consumers can more easily envision their next stay at a Marriott property and have a more vivid feeling for the overall Marriott hotel experience.
“For a hospitality brand, video is the perfect way to showcase the sights and sounds of vibrant cultures that are paired with a welcoming place to stay. Marriott chose to utilize their unique video content in order to bring the augmented reality experience to life.”
Since the Marriott is promoting the fact that it is tech-savvy and innovative, it makes sense that the company included augmented reality in print ads. Augmented reality brings traditional ads to a more modern and innovative level.
The ad includes a Blippar image in the top right corner that invites readers to “Download the Blippar app to view exclusive content from Marriott.”
When readers open the app and scan the page, a video pops up that says, “We’re creating the future of travel. Come explore where we’re headed.” The video then shows a number of different innovations and experiences at Marriott Hotels.
Mobile video is a great way to engage consumers. According to a recent Unruly report, click-through-rates for mobile video ads have tripled in the last year (see story).
By adding the augmented reality video to the print ad, Marriott Hotels engages readers in ways that would not have been possible with a static, traditional print ad alone.
The augmented reality feature
Marriott Hotels has been engaging in mobile to forward its Travel Brilliantly campaign.
As a part of the campaign, Marriott launched an app that allows travelers to check into a hotel from their mobile device (see story).
Marriott Hotels is attempting to cater to its mobile-savvy guests, and mobile check-ins along with augmented reality are a great way to do so.
“As the use of augmented reality has taken off in numerous other industries including retail, fast moving consumer goods and automotive, it’s only a matter of time before it becomes commonly utilized across all verticals,” Ms. Hu said.
“While we’ve seen AR enhance both physical products and print ads before, Marriott has created a fantastic example of an on-brand, immersive experience that truly brings their offerings to life.”
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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