Marriott Bonvoy: Fortnite Island
Open the game- Brand
- Marriott
- Objective
- Loyalty
- Industry
- Travel
- Mechanic
- Exploration
- Agency
- Razorfish
Objective
Marriott Bonvoy aimed to connect its loyalty program with Fortnite's gaming audience, introducing Gen Z and millennial players to 30+ hotel brands through an innovative virtual gaming experience while strengthening the company's innovation positioning in a young demographic.
Solution
Marriott created a branded island in Fortnite called 'Marriott Bonvoy Land' (access code: 7652-9467-4215) featuring four separate mini-games representing different hotel brands: Moxy Hotels' Prop Hunt (players transform into objects and hide), Westin Hotels' Wellness Race (yoga and fitness-themed obstacle course), W Hotels' DJ Maze (music-based puzzle navigation), and Autograph Collection's Treasure Hunt (item collection reflecting brand philosophy). Players who completed all four games unlocked a victory celebration and gained the chance to win real hotel stays at Marriott properties. The experience launched October 25, 2023, with a Twitch event featuring celebrity guests on November 2, 2023.
Results
The Marriott Bonvoy Fortnite campaign delivered significant results: brand consideration lifted by 14%, digital awareness by 13%, and portfolio affiliation by 6%. The experience generated 27 million creator gameplay views and achieved 450+ million earned impressions, with 80% of players perceiving Marriott as an innovative brand. Marriott became the first major hospitality brand to launch a branded experience on Fortnite.
