Travel and tourism brands are taking advantage of the digital space an increasing amount, and more recently we’ve noticed the incorporation of the 360º video. Providing the user with an inspiring 360º visual, this virtual reality concept acts as an effective immersive strategy when marketing to consumers.
These videos are high-tech and as the user moves their smartphone around, so the perspective of the location rotates to give a full view of what they can expect on their holiday. Advanced and eye-catching, check out Hilton’s very own one on Skift here and see what you think.
Hilton’s approach begins with an HD mobile advert, which is followed by a call-to-action exposing a button to its interactive 360º video. Partnered with upbeat music, it leads the user on a 4-minute “virtual vacation” to the Hilton Barbados Resort. Using video as a vehicle to create wider consumer engagement, who wouldn’t want to visit Hilton’s ever popular Caribbean beach retreat after seeing that?
Integrated into its 360º video however, Hilton has gone one step further and also used it as a device to increase its direct bookings. As an end card a “Book Now” button pops up, which steers the user to both a destination page and a Hilton hotels page directly linked to Hilton’s official booking system. Altogether, this content is a subtle sales spin-off from its “Stop Clicking Around” campaign, using visuals to encourage more direct bookings.
The Hilton video is mobile accessible only and offers Hilton HHonors members more discounts and deals should they book via this gateway. We’re yet to hear exactly how this campaign is going, but if “Stop Clicking Around” was anything to go by, it looks pretty promising for Hilton.