Marriott identified a set of users within their Marriott Rewards program that had high points balances, but low redemptions. Marriott challenged Brandmovers to develop an in-program promotion that would engage these members and encourage them to redeem, while also building value for the program.
How it Works
Through a backend integration with Marriott, Brandmovers implemented a “fire-drill” promotion targeting Marriott Rewards members with high points balances encouraging these members to redeem their points for n exclusive set of rewards from outside of the normal catalog with very low quantities. A new set of rewards was made available for 12 hours once a week, generating generated a sense of urgency and excitement around the weekly “flash sales.”
The program, now in its second year, has delivered over 6 million member engagements, resulted in a nearly 25% lift in member engagement, and has delivered a 15% reduction in program points liability within the target audience.