Home  › Marketing › Strategies
expedia-findyourstory-app-011

Expedia App Imbues Travel Pix with Emotion

  |  February 4, 2013   |  Comments

The latest iteration of Expedia's "Find Yours" campaign lets people turn their travel photos into multimedia videos complete with music and Google Earth flyovers.

The latest iteration of Expedia's "Find Yours" campaign lets people turn their travel photos into multimedia videos complete with music and Google Earth flyovers. The Facebook app complements the greater campaign by 180LA, launched in the summer of 2012 with a TV spot and web movies.

Users answer prompts -- Where'd you go? What'd you find? -- and browse for pix that have been posted on Facebook or Instagram. They also personalize with choices of music and photo filters, click a button and get a short video they can post, tweet or email.

"Find Yours" was actually the pitch that 180LA used to win the Expedia account, according to Chris Neff, senior interactive producer for 180LA. "They were moving away from the comedic aspect. We presented to them that 'We can take you guys in an emotional way. Let's make it personal.'"

The first 30-second TV spot, Anthem, aired in the summer of 2012. It was followed by a series of longer-form videos on YouTube telling people's real-life travel stories. One of the most moving may be Find Your Strength, uploaded in December. In it, as a young cancer survivor prepares to travel to present at a St. Jude fundraiser, she reminisces about another cancer patient she bonded with during treatment, who didn't survive.

Getting traction for the web movies was easy, Neff said, thanks to Expedia's huge fan base. "If the content works, we'll get a million views on it. They are a dotcom, so they get that space really well."

The Find Yours Facebook app gives consumers some creative help for injecting emotion into their own travel photos. Because the Find Yours campaign is about making travel personal and showing how people connect to it, the 180LA creative team wanted to give people a way to showcase a trip they went on without the need to use movie editing software, Neff said. "There's a piece of advanced technology on the back end and an easy-to-use interface. It does a lot of cool things and works across platform. But if you just want to jump into it, you can go start to finish in a few minutes."

The app was built in HTML5 and makes use of the parallax scroll effect, which allows designers to create layers that can be scrolled independently from each other. In the Find Yours app, viewers can pause to linger on a specific photograph or backtrack to see one that went by too fast. Meanwhile, the music continues to play.

"We wanted an off-the-shelf way to allow people to get through it very quickly and create something they can share and enjoy with others," Neff said. "There's a quick sense of establishment, I went from here to here, setting a mood and a tone to give someone an extension of you."

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...