Immersive island break campaign1st July 2016
Oi has launched its fourth national advertising campaign for Visit Jersey – this time embracing the full potential of 360° video.
It’s well known in today’s marketing world that “content is king”, so for this reason content plays a key part in Visit Jersey’s 2016 summer campaign. We covered the launch of the 360° videos on our blog a few weeks ago Oi’s 360° reveal for Jersey and can now take you through the integrated marketing campaign directing prospective visitors to the campaign section of the new Jersey site.
The media campaign saw a soft launch develop to a medium / heavyweight campaign across various national digital channels including social, targeted display and video On Demand.
The interactive videos featured across On Demand channels including ITV player and Channel 4’s All 4, allowing viewers to interact with the advert and choose from a selection of 360° videos to click through and watch.
Release of the first two 360° videos via the Visit Jersey Facebook page have collectively amassed over 70,000 views with fantastic feedback both locally and nationally about the immersive experience on offer.
Once on the campaign site prospective visitors are offered the chance to win a dream Jersey break by submitting information on their interests, along with an email address allowing Visit Jersey to segment their database for future marketing opportunities.
The email campaign journey starts with a notification email advising if the applicants are one of the “lucky ones” selected to receive a cardboard VR viewer by post and experience the videos in full visual immersion.
The emails contain third party hotel and activity offers as well as the opportunity to unlock further 360° videos that aren’t available on the site.
The cardboard VR headsets allow recipients to take the 360° videos to the next level of immersive content by viewing them in full virtual reality. When viewed on a compatible mobile device, an option to view through a virtual reality headset means that the video content is split into two screens, one image per eye, the viewer thus experiences an illusion of depth within the video through polarised lenses.
Stay tuned for details on an experiential event in London, which will be revealed at the end of the month. This event will further drive potential visitors to the Jersey site, allowing viewers to both experience the 360° videos and ‘book now’ options for their summer island break.