Cannes Lions

Vacation Matchmaker

VML, Kansas City / TENNESSEE DEPARTMENT OF TOURIST DEVELOPMENT / 2016

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Overview

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Credits

Overview

Description

Tennessee Vacation MatchMaker. Pre-roll ads edited in real time to match all the viewer’s online behaviors, likes and interests.

In the time it takes to load pre-roll, MatchMaker analyzes millions of data points about the viewer — that they stream country music, make dinner reservations at steak houses, subscribe to outdoor magazine and much, much more. Then it scans a matrix of hundreds of video clips of Tennessee activities to find matches, editing a commercial perfectly aligned to their interests in real time. So rather than seeing a tourism ad that tries to appeal to everyone, viewers saw a custom commercial created just for them.

The geo-targeting filter even ensured the attractions shown were within driving distance of the viewer’s home.

Viewers could then explore the attractions featured in each scene of their vacation on Tennessee’s website. So they could plan their real trip to Tennessee and share it with others.

Execution

We created an edit with five variable sections, then developed a matrix of hundreds of video clips of Tennessee activities tagged by interest categories. A data provider collected the available impression data about the viewer in real time and then MatchMaker matched them to related Tennessee video clips and a commercial was instantly cut together and served as pre-roll.

The campaign ran during April to capitalize on when travelers are planning their summer vacations. Because we didn’t set specific targeting, we worked with a media partner to run across a variety of premium and niche sites to garner 36.7 million impressions over the four-week period.

The videos drove to Tennessee’s website where viewers explore the attractions featured in each scene of their vacation or choose from hundreds more to create their vacation itinerary. These were then shared on Pinterest — inspiring even more travelers our media may not have reached.

Outcome

At the time of this entry, the campaign had been in market for two weeks.

o 327,237 hours of video exposure

o 46% increase in Tennessee tourism’s website traffic

o 93% of people surveyed said the ads inspired them to take a vacation to Tennessee within the next year.

o CTR 3x industry average

o 53% completion rate (3% more than industry benchmark)

o 13,645 itineraries shared on social media

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2021, TENNESSEE DEPARTMENT OF TOURIST DEVELOPMENT

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