Destinations Council Destiny Awards > Digital Campaign

Visit Mesa

Limitless Rewards

About This Entry:

Visit Mesa's Limitless Rewards

In fiscal year 2016/2017, Visit Mesa launched a revolutionary digital campaign utilizing 360° videos in a new and innovative way. The campaign, Limitless Rewards, exceeded all expectations.

360° videos provide immersive experiences that work especially well on mobile devices and can engage people in new and unique ways that current mobile ads can’t.

360° videos are not a revolutionary idea. However, Limitless Rewards took 360° videos a step further by hiding coupon codes within the videos. The coupon codes rewarded viewers for looking a little more deeply into our brand helping to convert video impressions into actual sales.

The coupon codes had offers at various Mesa businesses, everything from hotels to restaurants to entertainment venues and more, allowing users to experience the limitless activities in Mesa. Users could type it into a portal on the Visit Mesa website to unlock special offers throughout the City. While the videos drive traffic to our website, the coupon codes convert impressions to hotel bookings.

Limitless Rewards was one of the very first campaigns to utilize 360° videos in new digital technology called a Conto box. The Conto box looks like a regular banner ad but opens a window that shows 360° videos, regular videos and banner ads.

We supplemented Limitless Rewards through an integrated campaign consisting of drone videos and display banner ads. The campaign was promoted through paid Facebook, Instagram and YouTube/Google ads, and display banner (ads, and we will only advertise in feeder markets with direct, nonstop flights to Sky Harbor and Mesa Gateway Airport.

Strategically, Limitless Rewards videos aligned with Mesa’s five target audience profiles: Outdoor Enthusiasts, Active Families, Foodies, Sports Enthusiasts and Culture Seekers.

Campaign Strategy:

Limitless Rewards was one of the very first campaigns to utilize 360° videos in new digital technology called a Conto box. The Conto box looks like a regular banner ad but opens a window that shows 360° videos, regular videos and banner ads.

We supplemented Limitless Rewards through an integrated campaign consisting of drone videos and display banner ads. The campaign was promoted through paid Facebook, Instagram and YouTube/Google ads, and display banner (ads, and we will only advertise in feeder markets with direct, nonstop flights to Sky Harbor and Mesa Gateway Airport.

Results:

Limited Rewards: Results

CAMPAIGN TIMING: 2/14/17 - 3/31/17

VIANT CONTOBOX 360° VIDEO REPORTING
IMPRESSIONS............................................... 2,272,768
VIEWS........................................................... 62,574
VTR............................................................... 2.75%
UNIQUE ENGAGEMENTS............................... 61,584
UNIQUE ENGAGEMENT RATE........................ 2.71%
CLICKS.......................................................... 256
ENGAGEMENT CTR........................................ 0.42%

YOUTUBE 360° VIDEO REPORTING
IMPRESSIONS............................................... 40,426
VIEWS........................................................... 10,126
VTR............................................................... 25.04%
FACEBOOK 360° VIDEO REPORTING
IMPRESSIONS............................................... 244,772
VIEWS........................................................... 62,667
VTR............................................................... 25.6%
CLICKS.......................................................... 1,577
CTR............................................................... 0.64%


Overall Campaign Results:
HELPED INCREASE YEAR-OVER-YEAR
GROSS BOOKINGS BY 32%

Why This Is A Finalist: 

This is a really interesting spin on a tourism campaign. The unique approach to the video content really let the destination do the talking and didn't feel to lofty or unapproachable like many of its contemporaries. The integration of 360-degree video, with the addition of in-video challenges with a direct savings pay-off, gave the entertaining content an actual user purpose. The video banner and expanded video overlay content provided a rich experience for those who want to explore more, but also allowed quick click-throughs for those ready to act. Impressive results across the board displayed a strategic media effort with effective placement.