Asia Travel Goals

JW Marriott

Riding the popularity of the FIFA World Cup, but diverting the football conversation to traveling.


The attention of millennials

To highlight the Marriott Rewards program, we sought the attention of millennials during the FIFA World Cup. But, we had one massive obstacle – we couldn’t mention the name of the competition.


Real-time brand awareness

We created a social game that sought to change the topic from scoring football goals to fulfilling travel goals by letting fans win their dream vacation. During FIFA World Cup matches, we launched videos on Instagram that gave the audience live score updates. These goal updates allowed us to engage with fans in real-time, inviting them to play our game while they rooted for their favorite teams. Whenever a goal was scored, fans immediately had to post their dream vacation destination along with #AsiaTravelGoals and #TheMoreTheMarriott on Instagram. One winner was then chosen to receive a free stay at one of Marriott’s Asia Pacific properties.

Throughout the competition, our simple game scored goal after KPI goal without ever mentioning the FIFA World Cup.



We reached 1.8 million in 16 days with a 35% increase in fan engagement on posts and and fan growth grew 8% on Instagram alone.