Marriott International is using the new film "42" to help promote its loyalty program to African Americans. For those who don't know, "42" is a film about the great Jackie Robinson, who broke the color barrier in Major League Baseball. Now Marriott is using this film to promote it's loyalty to African Americans, which could be a good thing, or could it backfire? Marriott officials state they are doing this just because the believe the store of Jackie Robinson fits right into their motto, and fits their culture, themes, and values. Marriott began a monthlong sweepstakes on Facebook that offers daily prizes for tickets to "42", and also a change to win an expense-paid trip to film's Los Angeles premiere. I believe that this a good thing, that Marriott is tying its mottos together to fit with the great and courageous Jackie Robinson.
What do you think? Is this maybe a stretch for Marriott to tie itself together with Jackie Robinson? Or is this a good thing that Marriott is doing?
http://www.nytimes.com/2013/03/18/business/media/marriott-ties-in-with-42-to-promote-loyalty-program.html?ref=advertisingandmarketing
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