Marriott Bonvoy Land
View the case- Brand
- Marriott
- Year
- 2023
- Objective
- Loyalty
- Industry
- Travel & Hospitality
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Razorfish
Objective
Marriott's own social data showed its target travelers — 18–34 "Next Generation Experience Seekers" — already living inside game worlds, so instead of pulling them onto Marriott's channels, the brand went to where they were. The goal was to help that younger audience understand how its hotel brands (Moxy, Westin, W Hotels, Autograph Collection) relate to each other and to the Marriott Bonvoy program, and to build something people would want to both play and watch — while testing a platform new to the hospitality industry.
Solution
Players enter the island code in Fortnite Creative and land in Marriott Bonvoy Park, a central plaza ringed by four hotels. Walking into any hotel's lobby, a virtual concierge offers a choice: tour a guest room or unlock that hotel's mini-game. Moxy runs a round of prop hunt, Westin an obstacle-course dash, W Hotels a code-cracking maze that opens onto a rooftop DJ set, and Autograph Collection a hunt for hidden treasure keys. Portals scattered across other Fortnite islands lead players onto the map, and clearing all four hotels triggers a fireworks show over the park.
Results
+14% lift in brand consideration, +13% lift in digital ad awareness, +6% increase in portfolio affiliation. Creator gameplay content drew 27M views and 450M+ earned impressions; creator and streamer content alone brought 2.4M views and 15K engagements, livestreams added 863K views, and TikTok creator content reached 30M video views, 6.5M reach, and 118K engagements. 80% of players agreed Marriott Bonvoy is an innovative brand, and over 80% of campaign content skewed positive in sentiment.
- 1
Players enter the island either by typing the Creative code 7652-9467-4215 in Discover or by stepping through a portal placed in another Fortnite world, then choose a private solo session or a public one shared with others (needed for the multiplayer Prop Hunt mode).
- 2
The player spawns in Marriott Bonvoy Park facing a welcome board that outlines the island and previews each of the four hotels, then looks out over a central green flanked by street-level hotel facades where other players gather.
- 3
At the park's center, a Fast Travel hub with four teleport signs — W Hotels, Westin, Autograph Collection, and Moxy — lets the player jump straight into any hotel's lobby instead of walking the district.
- 4
Each hotel lobby is dressed in that brand's style and run by an NPC concierge who offers two paths: queue for the hotel's signature minigame, or tour a themed demo guest room instead; a posted checklist tracks achievements such as visiting the hotel and completing both sides of its minigame.
- 5
At Moxy, the minigame is a team Prop Hunt: one side disguises itself as ordinary props scattered around the space while the other side scans and shoots suspicious objects with a Prop-O-Matic to reveal them.
- 6
At Westin, the minigame is a timed obstacle course — hopping across yoga mats in an indoor pool, cutting through a workout studio, and sprinting a lit corridor circuit past luggage carts, barriers, and boosters — with NPC "Run Concierges" cheering runners on and the best time recorded.
- 7
At W Hotels, the minigame is a search-and-navigate puzzle: the player finds a code in the lobby to unlock an elevator, then threads a nested maze of identical doors by following music that gets louder near the exit, before a final elevator ride opens onto a rooftop deck party.
- 8
At Autograph Collection, the minigame is a timed key hunt through themed rooms — meeting spaces, libraries — collecting hidden keys and returning them to the lobby to unlock a trophy from a bank vault.
- 9
Clearing all four hotel minigames triggers a fireworks show visible across the park, and the island also hides Fortnite-culture easter eggs and cheat codes for players who go looking.
- 10
The island's launch was marked by a live Twitch stream where a Fortnite creator toured the island with a guest, and viewers could win real Marriott Bonvoy stays.
