Opera Mediaworks and Hilton Hotels & Resorts, in partnership with its agency OMD, have launched a mobile campaign featuring an interactive 360° video that takes the viewer on a virtual vacation, using Opera’s innovative mobile video ad unit designed to create a fully immersive and engaging experience.
The technology, which allows the viewer to fully control the viewpoint simply by tilting or rotating the device - rather than tapping or swiping the screen to explore the environment - has been popular among auto, entertainment and sports verticals, who use it provide viewers a 360° view of an interior of a vehicle, live television show set or basketball court.
But for the tourism industry, the applications of the technology stretch much further.
“The theme of the campaign is Our Stage. Your Story. - and we begin with a short, scripted video ad that sets the tone for the entire experience,” explained Kyle Zvacek, global account director, OMD.
“When the interactive portion begins, set at Hilton Barbados Resort, the voiceover explains that this Hilton hotel is a launchpad for guests to discover new places, experience unique adventures and create their own story.
“Viewers are then presented with a sequence of ‘stages’ for that story: the ocean from inside of a sea cave, the expansive beach from a guestroom balcony, thick ferns all around them on a jungle walk - these virtual reality moments are what drive travellers to book their dream vacation, right then and there.”
This is the first time a major brand has launched a 360° video campaign across Opera Mediaworks’ entire network of mobile publishers, with the massive scale and targeting parameters that Opera Mediaworks produced, including the use of True Audiences to target leisure travellers for this campaign.
“Innovation is at the forefront of everything we do at Hilton.
“Since our founder Conrad Hilton bought his first hotel in 1919, we’ve led the industry in our approach to products, amenities and services,” added Mary Beth Parks, senior vice president, global brand marketing, Hilton Worldwide.
“We are continuously exploring new technologies and platforms to connect with vacation-goers in ways that are relevant to today’s evolving guest experience - and being among the first brands to launch a 360° video with Opera Mediaworks continues our pioneering heritage in the hospitality industry.”
With more than 570 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors.
As the flagship brand of Hilton Worldwide, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests’ evolving needs.
“360° videos are an emerging capability to showcase brand offerings in new ways and represent a new arena to engage consumers with,” concluded Mike Owen, executive vice president, US brand, Opera Mediaworks.
“We’re excited to be a part of bringing this emerging technology to viewers and are thrilled that Hilton and OMD are early adopters in this space.
“We predict that the campaign results will be extremely strong.”