Marriot
bonvoy
-
Pick a recent pop culture moment and create a pitch that shows a brand why it matters.
-
Bachelorette trips are all about creating unforgettable moments, and brands can position themselves as essential for these celebrations by joining the conversation.
-
Saturday Night Live’s recent “Bridesmaid Speech” skit is the perfect opportunity for Marriott Bonvoy to tap into the bachelorette trip market.
the bridesmaids wanted a celebration
the bridesmaids wanted a celebration
Season 50 of Saturday Night Live has been a cultural phenomenon, but when Ariana Grande hosted on October 12, 2024, the buzz hit a whole new level with the “Bridesmaid Speech” skit.
what happened
Ariana Grande played a maid of honor who thought the best way to give a wedding speech was to sing—badly. She and the bridesmaids belted out a hilariously off-key version of Espresso, accidentally spilling the tea about the bride’s very eventful bachelorette party, including a fling with a mystery man named Domingo… who then crashed the wedding. Oops.
Why did this hit so hard? Because Espresso was the song of Summer 2024—topping charts, blasting from every speaker, and basically living rent-free in everyone's head. Seeing Ariana purposely butcher it made the sketch even funnier and the internet ate it up.
But where does all the fun take place?
At the Marriott (Googling Domingo of course).
where it all happened
introducing the Saturday Night Live x Marriott Bonvoy Partnership:
Destination Minus Domingo
Marriott Bonvoy should jump on this viral moment and position itself as the go-to for bachelorette getaways. Bachelorette trips are all about unforgettable experiences—wild nights, inside jokes, and stories that last a lifetime. By joining the conversation now, Marriott Bonvoy can tap into the hype and show that its hotels and resorts are the perfect setting for every over-the-top, laugh-until-you-cry, “what happens at Marriott stays in the Marriott” kind of memorable trip.
what marriott bonvoy needs to do
Offer special Marriott Bonvoy rewards for bachelorette groups, like room upgrades and party-themed extras, inspired by the viral SNL skit.
Start a "Bachelorette Bonvoy" TikTok challenge where users share fun weekend videos for chances to win Bonvoy loyalty points.
Partner with influencers to boost visibility, as well as actively responding to social media conversations about SNL skit.
1.
2.
3.
Why it will work
"Bridesmaid Speech" Views
In just nine days, the episode’s skit spread wildly but not equally across platforms. YouTube earned nearly 5 million views in comparison to almost 100 million views on TikTok. TikTok proved to be the real power player, turning the moment into pop culture gold faster than any other platform.
Hotels and pop culture are not a new combination—remember the Four Seasons Baby moment? What could have been a one-time viral video turned into a full-fledged content series, thanks to the Four Seasons’ clever collaboration and partnerships. By embracing the cultural moment, they expanded their reach far beyond the initial hype. Marriott Bonvoy can and should do the same—turning the Espresso-fueled bachelorette craze into a long-term, brand-building opportunity.
A viral cultural moment of this scale is rare and impossible to recreate once the moment is gone.
It is crucial for Mariott Bonvoy to engage in a pop culture conversations and position itself as the obvious choice for all things bachelorette.