To mark the release of the summer blockbuster F1® THE MOVIE, Marriott Bonvoy launched a paid influencer campaign designed to put the brand at the center of the film’s excitement. In partnership with Warner Brothers and Apple Films, Marriott Bonvoy was a sponsor of the global premiere of F1® THE MOVIE, aligning the brand with the film’s launch and supporting its opening weekend. The campaign celebrated the film itself, driving momentum for its premiere and box office success. By collaborating with a curated mix of creators across Instagram, TikTok, and podcasts, Marriott Bonvoy spotlighted exclusive Moments. The campaign reinforced the brand’s deep connection to travel and cinematic storytelling, giving fans a front-row seat to the premiere and related experiences.
Objectives
Drive awareness of Marriott Bonvoy and its portfolio among moviegoers, leveraging the excitement of F1® THE MOVIE’s release.
Highlight exclusive access to F1-related experiences via Marriott Bonvoy Moments.
Generate measurable engagement through paid influencer content.
The campaign activated a diverse group of influencers—including Tiggy Valen, Sammie Sczepanski, Nia Rachelle, Jordan Liverant, and Aurélie Bouti—each selected for their resonance with F1 audiences and storytelling style. Creators produced short-form content capturing the excitement of the global premiere and the unique value of Marriott Bonvoy Moments. Paid media amplified this content across Instagram and TikTok. The strategy emphasized authenticity, creator-led storytelling, and platform-native formats to maximize reach and resonance.
Execution
Content Creation: Each influencer delivered 2x contracted assets, including reels, stories, and TikToks featuring behind-the-scenes access, branded experiences, and personal reflections. Influencers also delivered earned content, not included in their contracted deliverables, including reels, stories, and TikToks.
Experiential Access: Influencers attended screenings, after-parties, and VIP meet-and-greets, with travel and accommodation covered.
Awareness & Reach: Paid media extended content visibility to targeted F1 fan segments.
Total Views: 56 million across all campaign assets
Total Posts: 41
Total Followers Reached: 3 million (across creators)
Share of Conversation: Accounted for 2.15% of all conversation on Marriott Bonvoy channels, despite being primarily creator-driven
Engagement: High-performing assets drove strong viewership and interaction across platforms.
Total Engagements: 462.3K
Engagement Rate (ER): 1.93% (benchmark: 1%)
Total Shares: 56.8K
Total Saves: 43.8K
Organic Content: Drove 55% of views and 90% of engagements, demonstrating the power of authentic creator partnerships
TikTok accounted for 93% of all engagements, with Instagram driving 51% of views
Business Impact: The campaign not only exceeded engagement benchmarks but also delivered a significant share of voice for Marriott Bonvoy in the F1® The Movie conversation, supporting brand objectives for awareness and consideration.
