All-inclusive luxury brand Palace Resorts wants its guests
to experience a worry-free vacation “without lifting a finger,” and now it's
using eye-tracking technology to translate that concept into a new marketing
campaign.
Created by Expedia Group Media Solutions in-house agency
Creative Partnerships in collaboration with digital agency Realise, the “Never
Lift a Finger” campaign is based on a microsite where visitors are asked to
provide access to their webcam to enable the eye-tracking software.
Once enabled, the software tracks eye movement and gaze duration
as the user is shown a series of videos in pairs of two displayed in
split-screen format. The videos show a variety of trip types, activities,
cuisine, entertainment and more from Palace Resorts’ 10 properties in Mexico
and Jamaica.
Based on which videos hold the users' interest, the system
returns a recommendation of which location is best suited to them.
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“The videos create impact and awareness while the
personalized itineraries presented at the end of each quiz spur engagement and
lead to a seamless booking experience,” says Angelique Miller, director of
Creative Partnerships.
On a mobile device, users can take the quiz by viewing
side-by-side static images and tilting their smartphone left or right to
indicate their preference. Alternatively, on both desktop and mobile users can
choose to manually select their preferences.
“Through our campaigns that leverage interactive experiences
and emerging technologies, we’ve seen how these immersive environments can help
empower brands to tell their story in a unique way, allowing consumers to experience
firsthand what different brands have to offer,” Miller says.
“The key is ensuring that the technology is fully integrated
into the context of the campaign and additive to the consumer experience. We
can expect even more brands to begin leveraging emerging technologies and other
immersive mediums to engage with consumers in new and exciting ways.”
The campaign runs across Expedia, Hotels.com, Hotwire and
Travelocity in the United States, Canada, Mexico, Latin America and the United
Kingdom through the end of the year. Users will be driven to the microsite from display advertising,
homepage takeovers and email.