The Nevada state tourism board has announced that their TravelNevada’s 360-degree video advert campaign has scored high on engagement metrics. The campaign mantra of “Don’t Fence Me In”, which emphasizes the Nevada state of mind around adventure and exciting stories fits perfectly with the success of the campaign. The campaign gives users a complete 360-degree view of friends kayaking, hiking, and enjoying the adventure to be had in Nevada.
Compared to the standard media adverts in the travel sector, which typically have ~0.15% CTRs according to Google’s Rich Media Gallery benchmarks, the 360-degree video campaign saw a 1% CTR. Additionally, users spent on average 60 seconds with the content which shows that users were interested in the advert compared to other media.
In launching the campaign, TravelNevada and its agency Fahlgren Mortine were looking for a way to visually wow and excite travelers about all the outdoors activities and hidden gems Nevada has to offer while doing so in an engaging way. TravelNevada had to overcome steep competition from other outdoor and adventure travel destinations and was keen to find a way to differentiate itself and tell a uniquely Nevada story. This is what the board turned to 360-degree and virtual reality (VR) content.
The video provides users with the chance to actively explore the friends’ adventures like hiking, kayaking, and even enjoying a few drinks at popular local bars. By using the 360-degree format TravelNevada was able to put viewers right into the heart of the moment and immerse them within the emotions and fun while virtually transporting them into plenty of fun activities.
To create this content TravelNevada turned to OmniVirt, a VR and augmented reality (AR) advertising platform founded by former Google and YouTube employees. By taking the 360-degree content and then distributing across relevant properties including Expedia, Condé Nast Traveler, The New York Times, and more, OmniVirt was able to get the campaign into the hands of many.
Following the success of the current 360-degree campaign, TravelNevada plans to continue the campaign and add more proof to the power of 360-degree adverts. As this happens, VRFocus will be sure to bring you all the latest so stay tuned for more.