How do you take partnerships with global icons like Taylor Swift, Beyoncé or the NFL and make them more than just a moment? For Marriott, the answer lies in a bold approach to social media that leans into community connection and user-generated content to keep the conversation alive. By fostering authentic interactions and tapping into cultural moments, Marriott transformed one-off collaborations into ongoing engagement, creating a lasting impact that resonated with audiences and built deeper brand loyalty. This session will unpack how they did it and what brands can learn about turning partnerships into powerful, sustained success on social.