Marriott Uses Digital Mosaic to Promote World Cup

The hotel brand cashed in on World Cup fever through an interactive picture wall.

By Jenny Berg June 16, 2014, 8:03 AM EDT

Photo: Simon Russell Photography

Marriott is the official hotel partner of the U.S. Soccer Federation. To showcase its tie to the sport—and cash in on the hype surrounding the 2014 FIFA World Cup—the hotel brand staged an interactive promotion on May 30. Held in Times Square, the event included a Q&A session with American soccer stars Alexi Lalas (who's now a sports commentator) and Omar Gonzalez.

The two athletes are the face of the Marriott's new IMG-produced ad campaign, which has the hash tag #TravelVictories. On the morning of the Times Square event, Breakfast set up an Instaprint mosaic grid in the tent where the Q&A session was to take place. Throughout the day, social media images labeled with the campaign's hashtag were printed out and added to the mosaic. Just before their Q&A portion began at 4 p.m., Lalas and Gonzalez added the final two pieces to the interactive artwork. Grey handled publicity for the affair.

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