ignis case study – Courtyard by Marriott
Courtyard by Marriott worked with Ignis to create awareness for their brand in the UK. Partnering with the NFL during its international series in the UK, Ignis worked with both entities to demonstrate their shared vision, passion for the business travel and passion for the game.
With a small footprint in the UK compared to other international markets, the challenge was to highlight the offering to an audience that, in all reality, would not likely experience the brand in the UK market.
The NFL gave us the opportunity to engage with a partner which could not only connect to a passionate section of our consumer base, but also deliver an experience opportunity that could engage and enthuse our audience. NFL is an iconic US brand with huge ambitions to export its inimitable American personality and passion, thus echoing Courtyard’s creative platform ‘Follow Your Passion’. Our OTG campaign centred around the Superbowl London games at Wembley, another iconic brand, where we could harness the captivating environment of the live event, but our key objective was to generate content which could be shared globally.
The activation was supported digitally, through social and paid media and gave our audience the chance to win the experience of a lifetime with an all expenses trip to Super Bowl LIV.
Our tailgate party at Wembley captured the essence of the Courtyard proposition: Selfie booths enabled fans to digitally paint their faces with the colours of their team and take away a memorable gif polaroid. Live activity was supported with film content featuring NFL influencers and NFL BBC presenters Jason Bell and Osi Umenyiora to add to the credibility of the NFL & Courtyard partnership.
The campaign exceeded KPI’s with:
- 30,685 competition entries
- 10.1m impressions
- 11% content engagement rate
Display ad and video pre-roll impressions
- 7.55 million impressions (Across Sky Sports and NFL.com/uk)
- 2.3% click through rate across video pre-roll (NFL.com/uk)
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