Monday, September 26, 2016

Expedia Powers Facial Recognition Campaign With Hawaii

Bellevue-based Expedia Media Solutions, the advertising sales division of Expedia, said it is using facial recognition to its latest campaign, for The Hawai'i Tourism Authority (HTA). According to the two, they are using facial recognition software which will measure a viewer's reaction when they are viewing video content about the Hawaiian Islands. The "Discover Your Aloha" marketing campaign will promote travel to the Hawaiian Islands, and uses drone footage and a user's webcam to personalize the experience. Expedia said the use of technology in the campaign is an attempt to connect with travelers, especially millennial audiences, and also will be coupled with social efforts on Instagram and Snapchat. The microsite behind the campaign lets users choose to allow for webcam capture, or also will just show the video. The video includes such interesting segments--which appear to be aimed at gauging consumer interaction--featuring singles, families, men, women, food, even a gay couple kissing, and different adventure activities.