Marriott has launched its real-time marketing hub M Live in Asia, with a brand newsroom command center to operate out of Hong Kong.
Marriott first unveiled the M Live concept at its US headquarters in Maryland earlier this year with plans for a global network.
The studio brings together all marketing disciplines to track conversations, trends, global performance, marketing campaign performance and brand reputation on social media, while also creating original content based on trending topics on social media.
With full-time staff able to monitor data displayed on multiple screens within the M Live Command Center, Marriott plans to engage customers with relevant conversations online.
M Live has created a calendar of topics expected to trend, such as Chinese New Year, the Seoul Marathon, the Rugby Sevens in Hong Kong and the India Premier Cricket League.
“The changing consumer is at the center of everything we do at Marriott,” said Anka Twum-Baah, vice president, customer loyalty and content, Asia Pacific at Marriott International.
“M Live is another example of how we are putting our marketing in the context of next generation travelers’ lives that is immediate, relevant and authentic. With the opening of the Hong Kong M Live studio and the building out of a network, M Live will help make our new approach to marketing become truly global.”
To date, M Live has created a number of successful real-time marketing efforts.
For example, Marriott offered one million Marriott Rewards points for information leading to the return of the stolen ruby slippers from the Wizard of Oz museum earlier this year.
The team also utilised the New York Marriott Marquis’ Times Square billboard, placed a story in newsweek.com and amplified the content and creative on Marriott Hotels and Marriott Rewards social media channels.
The campaign reached 4.5 million people on Twitter and many more on Facebook and Instagram.