Expedia is a data-driven technology culture, so at our core is the scientific method of test and learn. We are constantly asking ourselves how we can make shopping for and booking travel easier, and how to help marketing partners bring the right message to the right customer at the right time. These questions are also at the core of our Innovation Lab at Expedia, where they test new technologies like eye tracking and electromyography (EMG) technology to uncover how travelers engage with our sites and content throughout the purchase journey.
When we began talking with the Hawai’i Tourism Authority (HTA), who were eager to try something new to reach the Millennial audience and drive tourism to the islands, about a marketing collaboration, we knew our technology core was the answer. Which is why our Creative Partnerships team, which is essentially our internal creative agency, came up with the idea of integrating facial recognition technology into a campaign for the first time, to enable viewers to share non-verbal cues to stunning videos and imagery to indicate their preferences, which resulted in more personalized content and recommendations. The results were record-breaking, and the campaign has received industry for its innovative approach to engaging consumers and delivering personalized experiences. You can view the video below to learn more about the campaign itself.
Given this was a test for using facial recognition technology in a marketing campaign, we also wanted to share with our readers and marketing partners what we learned. I was really excited to talk about these key learnings last week at the AdAge Next Conference in New York, and I wanted to share our key learnings here as well as you may be considering using facial recognition technology for other emerging technologies like virtual reality, augmented reality, voice recognition, and more. Here are our top four takeaways.
Not only was the campaign innovative but also demonstrated the increased effectiveness of personalized experiences. We are continuing to put test and put these learnings into use with other marketing partners. We encourage you to do the same, and use a test and learn approach. For more tips and best practices, please subscribe to our blog.