Marriott teamed up with loyalty platform Chirpify for its #50to50 mobile campaign, which included a hashtag call-to-action that offered ways for consumers to earn additional rewards points, with one lucky winner receiving the opportunity to bring 49 friends to Super Bowl 50. Marriott deployed a branded bus to the San Francisco area and encouraged consumers to find the vehicle, snap a photo of it and upload it onto Twitter for a chance to participate, a strategy that resulted in 69 percent of consumers engaging with the campaign via mobile. “It has become increasingly difficult for hospitality companies to reach the social audience they spent a great deal of time and money building,” said Chris Teso, CEO at Chirpify. “Social-enabled loyalty gives consumers a reason to interact with the brand and builds a mutually beneficial relationship where they are rewarded for interacting with brand content, driving public advocacy, and in turn encouraging engagement among their network. “In fact, 97 percent of loyalty programs reward participants for ‘spend and get,’” he said. “Yet, 84 percent of consumers say they would spend more with companies that reward activities other than spending. “If you think about it, the hospitality industry has thousands of customer service stories just waiting to be told and it is through social loyalty that the most dedicated and engaged customers have a platform and an incentive to share those great service stories with their friends and family. Social loyalty is an increasingly paramount strategy for hoteliers because it increases engagement, generates seamless social amplification and creates deeper customer relationships with greater lifetime value.” Get the full story at the Mobile Marketer