Hospitality brand Marriott Rewards is hoping to jumpstart Valentine’s Day bookings with a campaign for its rewards that leans on an interactive mobile game on social, a fun way for consumers to get excited about rewards points.

A video on social media from Marriott is making the rounds for users to screen shot for a chance to win an ultimate “V-Day Dream Vaca.” The campaign is supported by advice from experts on how to get the most out of a Marriott rewards membership and a 50-point giveaway.

“Marriott Rewards Valentine’s Day social media campaign taps into our members’ passion for travel and drives engagement through a fun and addictive sweepstakes,” said Amanda Moore, senior director of social and digital marketing at Marriott International.

“Interactive campaigns
Marriott is going all out for Valentine’s Day on social in the hopes that consumers will book stays for the date-night holiday and sign up for its rewards. The hospitality brand is sharing a GIF on Twitter for followers to re-tweet.

The hospitality brand is giving away 50 points to members that have connected their social accounts with their rewards memberships that share Marriott’s GIF tweet.

Participants must include the hashtags #MembersGetIt and #Promo in the re-post.

Users that play Marriott’s campaign game will be entered to win a trip for Valentine’s Day as well. Consumers that come across Marriott’s video on social media must screen shot a clear image among the rapid moving photos.

Those that share a clear screen shot from the video will be entered for a chance to visit places such as Barcelona, Paris or Hong Kong.

The official Twitter account for Marriott Rewards will be sharing insight on how members can get the most out of the program and how to earn more points. The posts are curated by Marriott Rewards Insiders who are experts in the program.

Marriott rewards
Marriott International also recently appealed to mobile-savvy Chinese consumers by introducing payment option Alipay at select properties, where there is an untapped demographic for travel marketers to target.

The hotel brand joined forces with Ant Financial Services Group, a partner of Alibaba Group, to enable guests at participating properties to purchase hotel stays, beverages and food using Alipay on their mobile devices. Alipay’s sheer popularity with Chinese smartphone users may have persuaded some to opt to stay at a Marriott hotel and use their device to pay for items, as opposed to leveraging another payment method (see more).

Marriott also perfected the art of doling out real-time rewards by targeting social media users mentioning the brand and offering them loyalty points that are instantly added to their accounts, resulting in a 100 percent conversion rate.

The hospitality brand joined forces with conversational conversion platform Chirpify’s Reply Rewards solution, which allowed brands to surprise and reward social media users for their activities with various perks, thereby deepening customer relationships and driving repeat purchases. Marriott also targeted rewards members posting about its resorts on Twitter by proactively contacting select individuals and gifting them with complimentary loyalty points that were instantly added to their accounts (see more).

“We’re creating raving brand fans through opportunities like this, and packaging them with insider tips and tricks from Elite members on how to maximize membership, so guests can get the most out of travel and their stays with us,” Ms. Moore said.