M Live Takes Home Gold and Silver at the 64th Cannes International Festival of Creativity
M Live, Marriott International’s global marketing real-time command center, was awarded Gold and Silver Creative Data Lions at the Cannes International Festival of Creativity in the categories Social Data and Use of Real-time Data, respectively.
Creative Data Lions celebrate the interplay of ideas and information with data sitting at the core to enhance results and impact.
M Live launched in 2015 at Marriott’s Worldwide Headquarters and has since expanded to four locations around the globe. The command center is the touchpoint across all 30 of Marriott’s brands, used to identify pop culture trends and create real-time content directly with guests on social channels. Based on live data and metrics, M Live bridges the digital conversation by leveraging its bespoke location-based social platform to initiate surprise and delight moments with guests while on-property through geo-fencing technology.
The Cannes Lions winning submission focused on leveraging M Live for its ongoing campaign with the goal of elevating guest experiences while creating lasting and meaningful travel memories. With the help of HYP3R, a Silicon Valley tech start-up specializing in geo-fencing publicly available social conversations, M Live and its Digital Content Producers analyze hundreds of publically available social posts every hour across Marriott’s more than 6,100 properties. M Live filters those geo-tagged social posts on Instagram, Twitter, and Weibo into a proprietary UI and gleans those insights to provide surprise and delight moments that are pinpointed and customized to It elicit emotive social responses. MEC then helps Marriott to amplify those targeted social posts.
Through this always-on approach, M Live is not only able to discover moments and engage with customers quickly, but also able to identify opportunities that are distinct for each of Marriott’s brands in locations around the globe. An example of such success involved a couple posting about their engagement at the Gaylord Opryland in Nashville on social media. M Live quickly flagged the post via HYP3R, engaging the Gaylord brand and property teams to celebrate the couple with a champagne toast. The result was original content posted by the couple thanking the property for their hospitality.
“We are thrilled to be recognized by Cannes Lions with this cutting edge award that highlights the intersection of creativity and data,” said Karin Timpone, Global Marketing Officer, Marriott International. “I want to congratulate Matthew Glick, Senior Director of Global Creative + Content Marketing, for his amazing leadership in this arena, and celebrate his team at our M Live in Bethesda, MD, as well as all of those working in our global M Live centers around the world, for all of their innovative and award-winning work.”
“M Live has been groundbreaking in its ability to bring media and creative together to elevate the quality and relevancy of the content we produce on behalf of Marriott’s portfolio of brands,” added Carl Fremont, Global Chief Digital Officer, MEC. “Leveraging M Live to turn insight into strategy, we are fueling the creative thinking needed to connect on an emotional level with consumers at key points in their purchase journey – whether or not the content is directly mentioning Marriott. We are thrilled for this work to be recognized at the Cannes and value our partnership with Karin and her team.”
View the winning case here.