Bill Craigle of Mechanicsville, New York and 50 of his family and friends got an all-expenses paid trip to watch the big game in a luxury suite at Levi’s Stadium. The team that won an all expenses paid trip for Super Bowl 50 and earned a reward of a liftetime with Marriott rewards was made possible with Marriott Rewards #50To50 campaign.
On September 7, 2015, Marriott Rewards launched the #50to50 Sweepstakes in partnership with the NFL, giving one lucky member the experience of a lifetime — to attend Super Bowl 50 with 50 friends. On December 15, 2015, Bill Craigle was selected as the winner. The campaign that was launched online was promoted across social networks. Marriott Rewards shared an online YouTube video of Bill Craigle and former NFL linebacker Brian Urlacher surprise 50 people with an all-expenses-paid trip to San Francisco for Super Bowl 50.
The Rewards that required users to tag up to 50 friends was activated on Social Networks for audiences to share their photos with hashtags and earn bonus reward points.
The program was promoted post the winner announcement with social media posts on Facebook introducing members from the winning team.
Marriott Rewards campaign was distinctive as it used the theme of Super Bowl 50 and at the same time engaged audiences with a unique contest design that required contestants to choose 50 friends and make their Super Bowl memorable. The contest was designed to deliver on the Marriott Rewards positioning of Now That’s Rewarding. With images and stories of team members that made it to the winning team the campaign came across as credible and believable.