Viral review: Expedia's holiday giveaway lacks authenticity
Social video expert Be On evaluates the latest viral campaign from Expedia.
It all sounds exciting but there is one problem; it looks fake.
6 / 10
Expedia #TripADay Giveaway/Find Your Spontaneity
A dream holiday for free? Yes, please. Expedia's new campaign "Find your spontaneity" offers people who download their new app the chance to win an amazing holiday.
The idea, even though not new, is good; it gets people involved with the brand and who wouldn’t want to win a trip to some exciting destination? What’s questionable is the promotional video, which very much repeats the idea of Heineken's Departure Roulette viral.
The film features a man asking random people if they can drop everything and go on their dream holiday right away. The adventurous man who agrees is put on a plane and sent off to a destination of his choice – in this case, China.
It all sounds exciting but there is one problem; it looks fake. Heineken’s video was successful because it featured real people and real emotions. Expedia’s spontaneous man looks a little bit too much like an actor and the expertly shot video resembles a well directed documentary or TV travel ad.
With video ads like this, authenticity is key. People in the audience need to feel that they really can be this man and can travel to the destination of their dreams.
Overall the idea is good and the video, with the right distribution strategy, could gain some popularity on the web. Considering the production cost Expedia must have put into this, the focus now should be on reaching a wider audience.
This article was first published on marketingmagazine.co.uk
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