"Chuangshi Kaiwan" AR experience at MOXY | GreatCase100

The "Chuangshi Kaiwan" AR experience at MOXY, a Marriott brand, targeted the Z generation with a content-driven marketing strategy. By leveraging augmented reality technology, guests could participate in interactive games and tasks throughout the hotel, immersing themselves in the facilities and atmosphere. This strategy aimed to deepen brand understanding and recognition while boosting brand awareness and performance. The marketing plan successfully attracted young locals and enhanced the overall guest experience. Additionally, the initiative expanded the likelihood of repeat stays across different cities. However, future marketing efforts should maintain a strong focus on the target audience's preferences to achieve optimal results.

  • - The accompanying PDF file includes background information, marketing strategy, outcomes and implications of the case study.
  • - The video also hosted in Youku https://v.youku.com/v_show/id_XNjAwMTY5NDMzMg==.html
  • -This video is made by Dr. Pearl Lin's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Tang Rongxiang, who provided information and insights for this video.