Making Father’s Day Epic for Marriott
Some of our favorite, and most award-winning work in branded entertainment has been surrounding Father’s Day. As we get ready to celebrate dads everywhere, check out these heartwarming moments we orchestrated for Marriott.
What makes for effective branded content?
Here at Over the Edge, we’ve become experts in creating entertaining branded content that makes audiences forget they’re watching an ad.
Why are we so good at it? Well, our background is in entertainment television, where the primary goal was always to create something entertaining that audiences will enjoy. Period.
One of the biggest pitfalls of companies trying to create effective branded content is when they focus too much on the branding and lose sight of the importance of making it entertaining.
Helping Marriott make Father’s Day epic.
We couldn’t have been more pumped when we were approached by WME/IMG to collaborate on a campaign to celebrate deserving dads while also showcasing Courtyard by Marriott’s partnership as the “Official Hotel of the NFL.”
After the massive success of our first video, we went on to create one each year after in the same style. This category of branded content, called “surprise and delight” is one of our all-time favorites. It can be filmed in many different, but often has a hidden camera element or the film crew is explained as something else, such as a fake documentary or promotional video.
Below are four examples of effective advertising through branded entertainment that we created for Marriott for Father’s Day.
“About Dad” Marriott Ad
Winner: Adrian Award “Best in Show” - The Highest Award in Hospitality Advertising
The concept was simple: Ask kids of NFL players about their dads. The conversations were funny, raw, heartwarming and earned us the highest award in hospitality advertising: The Adrian Award “Best in Show.”
Clay Matthews Surprise
Courtyard by Marriott sends Clay Matthews to NJ to surprise a deserving dad.
A dedicated husband, caretaker, father of four and die-hard Packers fan meets his son for lunch. He has no idea that Clay Matthews is there to join him and send him to the Super Bowl.
Marriott Rewards “50 to 50”
Brian Urlacher surprises a deserving family with 50 tickets to Super Bowl 50
A family battling a scary brain tumor gets the surprise of a lifetime: bring 50 of their closest friends and family to Super Bowl 50.
Courtyard “Hall of Fame Dad”
Jared Allen Surprises a Dad with a Personalized Hall of Fame Museum at the Stadium.
He thought his daughter won a tour of the Viking’s stadium in Minneapolis, but that was only half-true.
More Branded Entertainment
Over the Edge is a production company based in New York and Los Angeles, specializing in branded entertainment and commercial advertising. Check out our portfolio of other types of branded content and entertainment!