In an attempt to attract a younger audience to the region, the Hawaii Tourism Authority launches an interactive microsite that boasts facial recognition software and drone footage. The location-promoting campaign is done in partnership with Expedia Media Solutions and is an example of how strong online tactics can sway a targeted demographic.
Through the use of custom-built facial recognition technology, 'Discover Your Aloha' is able to effortlessly situate the individual in Hawaii's mesmerizing landscape. The interactive microsite is attention-grabbing in light of its exceptional drone footage of the island's sea, land and sky. The campaign does not only channel the wanderlust of a younger audience, however. As the video is playing, the software linked to the interactive microsite scans and analyses the viewer's physical reactions to the content. Post-experience, the algorithm produces a customized travel recommendation, based on the viewer's perception of the video.
Wanderlust-Targeting Interactive Microsites
Hawaii Tourism Authority Uses a Multi-Media Approach
Trend Themes
1. Interactive Microsites - The use of interactive microsites with advanced features like facial recognition software and drone footage is a disruptive innovation opportunity for tourism and advertising industries.
2. Facial Recognition Technology - The integration of facial recognition technology in online campaigns presents disruptive innovation opportunities for personalized marketing and customer engagement.
3. Customized Travel Recommendations - The generation of customized travel recommendations based on viewer's perceptions of video content offers a disruptive innovation opportunity for the travel and hospitality industry.
Industry Implications
1. Tourism Industry - The tourism industry can benefit from adopting interactive microsites with advanced features to attract and engage younger audiences.
2. Advertising Industry - The advertising industry can leverage facial recognition technology in interactive campaigns to create personalized experiences and target specific demographics.
3. Travel Industry - The travel industry can utilize customized travel recommendations based on viewer's perceptions of video content to offer personalized and tailored travel experiences.