Marriott finds ten tips for buzz marketing

Geoffrey Precourt

"We are reinventing the way that we market to millennials," announces Jennifer Utz, Marriott International's Vice President/Buzz Marketing and Partnerships.

She's not alone in that mission, but may be having a better time than any number of her peers. "What better way to do just that," she asked a keynote audience at the 33rd annual IEG Sponsorship Conference in Chicago, "than throwing a huge surprise dance party in the lobby of a hotel?"

There was, of course, a promotional plan behind the party. In 2015, Marriott introduced a mobile app allowing its guests to seamlessly – and digitally – check-in to their hotel 24 hours in advance of their stay.