Dive Brief:
- Hyatt has launched a new global platform called “World of Hyatt” with an integrated marketing campaign including an anthem recorded by Andra Day and a new spot, both of which will debut during the Oscars broadcast per a company press release.
- Part of the overall effort includes having Hyatt employees wear Snap Spectacles to record their perspective to be shared both internally and with the public on social media and other channels.
- The entire global campaign will include TV, digital, social, out-of-home, in-hotel, print, and events throughout the year, as well as a reimagined loyalty program.
Dive Insight:
The broader theme of Hyatt’s campaign incorporates the current emphasis on socially aware marketing with a focus on ideas like caring, inclusiveness and authenticity. This overall theme is reflected in the campaign element where Hyatt employees share their experience via Snap Spectacles.
Hyatt is the latest in a number of brands taking advantage of Snap’s hardware device. L’Oréal Paris gave Spectacles to two brand ambassadors and a celebrity make-up artist to bring behind-the-scenes video from the Golden Globes to the brand’s followers on Snapchat, and Toyota recently placed 100 media and lifestyle influencers wearing Spectacles in the front row at one its London events.
The common element in how Hyatt, L’Oréal and Toyota are using Spectacles for marketing is each offers a candid, exclusive or off-the-cuff look at events. In Hyatt’s case this simply means showing how its employees around the world conduct their day-to-day activities.
For a travel brand like Hyatt, it wouldn't be too much of a stretch to see the Spectacles strategy extended to guests, possibly as a perk for loyalty memebers, as a way to provide a customer-driven look at the Hyatt experience while building a library of user-generated content that could leveraged in multiple ways.
