The Marriott World Cup campaign is an attempt by the hotel chain to cash in on the buzz and excitement surrounding the upcoming FIFA World Cup in Brazil. Marriott International teamed up with the U.S. soccer federation to unveil a digital campaign starring former American soccer star-turned-analyst Alexi Lalas and Team USA member Omar Gonzalez.
The two American soccer figures will headline Marriott's 'Defenders of Travel' campaign, which will consist of multiple videos starring Lalas and Gonzalez and made available on an interactive website. The website also includes a 'Penalty Kick Challenge' game, the conquerors of which are entered into draws to win fantastic prizes.
This Marriott World Cup ad is indicative of the growing popularity of soccer in the US, which has led many brands to produce World Cup-themed promotions.