Where Television Meets Mobile
Expedia uses a full toolbox of channels to drive mobile app downloads. One recent campaign was kicked off with the "Find Your Spontaneity" television ad below and the corresponding Trip A Day Giveaway sweepstakes giving consumers who download the app the opportunity to win a free trip.
Primary campaign objective: Drive awareness of the Expedia Hotels & Flights app
Secondary campaign objective: Increase app downloads
Ad Placements: Top Chef Masters, Real Housewives, The Daily Show, Online Ads, Mobile Ads
Vic Walla, senior director of brand marketing at Expedia explains, "TV makes sense for Expedia because it maximizes reach with an engaging message, leading to increased downloads. While our direct response efforts play a role in generating downloads via hyper-targeted marketing, our offline plays a role in generating awareness via a broad-based marketing program."
Shazam: Second-screen Engagement
Expedia also dove into second-screen experiences by making the TV ad Shazamable. A user was able to Shazam the commercial and was then able to watch a full-length three-minute long version of the commercial. They were then able to download the app immediately.
Primary campaign objective: Drive awareness of the Expedia Hotels & Flights app
Secondary campaign objective: Increase app downloads
Ad Placements: Top Chef Masters, Real Housewives, The Daily Show, Online Ads, Mobile Ads
Vic Walla, senior director of brand marketing at Expedia explains, "TV makes sense for Expedia because it maximizes reach with an engaging message, leading to increased downloads. While our direct response efforts play a role in generating downloads via hyper-targeted marketing, our offline plays a role in generating awareness via a broad-based marketing program."
Shazam: Second-screen Engagement
Expedia also dove into second-screen experiences by making the TV ad Shazamable. A user was able to Shazam the commercial and was then able to watch a full-length three-minute long version of the commercial. They were then able to download the app immediately.
Resources: Mobile Commerce Daily