The brand made its Snapchat debut last month, offering fans behind-the-scenes peeks and content from a concert with Jason Derulo at the Hilton Bayfront in San Diego on Feb. 27. The concert was part of Hilton and Live Nation’s concert series that aims to bring unique entertainment experiences to guests and Hilton rewards program members. “Loyalty means more than just a plethora of benefits,” said Kasey O’Leary, Hilton’s senior director of multibrand and loyalty marketing. “More than anything, it’s about access — and no platform provides guests access the way Snapchat does.” The idea, O’Leary said, is to get millennials interested in the brand and the Hilton HHonors rewards program, even though they may not sign up for it anytime soon. So even if they aren’t redeeming points to get free stays and attend concerts among other options, they can still follow along the experiences through social channels like Snapchat. Get the full story at Digiday