Video apps emerged as a popular means of watching
digital videos across all age demographics. But Gen Y
used video apps on smartphones and tablets in
slightly greater numbers than Gen Xers, and
substantially higher numbers than baby boomers. Gen
Xers were the most likely to stream video from a
webpage on a tablet, while baby boomers used
websites to watch videos on smartphones more than
the other two age groups.
Read more here AND here.
Tap and Book
Let’s stay with the video format for the moment
as it truly is the best format for showcasing travel
no matter what the journey or where the
destination is. You can create a 15 minute travel
feature or you might prefer to create a 30 second
commercial. Your choice and here’s one tool for
you to explore and others like it.
http://www.celtra.com/
Click around the Celtra website and you’ll find
you can actually create a video with a Tap AND…
feature. Right away, a Tap and Book idea comes
to mind. Show off your video and then asking
clients to Tap and Book makes a lot of sense.
What Else To Attract GEN Y?
Travel as an activity offers so much of what GEN
Y like, from music to games and of course videos.
The sounds of various countries would mean
sourcing the music a destination is known for, or
embedding the promotional theme the tourist
board is using. Either way… music is attractive to
the GEN Y ear and eye. How can you use it? You
can try using it with one of my favourite creative
tools: Animoto.
Animoto Pro
It’s going to cost you USD$39 month if you want
it, and if you subscribe then you can produce
video content with embedded call-to-action
buttons. Features include multiple sound tracks,
video duration of up to 20 minutes. The Animoto
video is made up of photo images and video clips
that are 10 seconds max. The timing suits the
mindset and focus time of GEN Y. They are
distracted quite often by multitasking various
devices – so short, sharp bursts of video can
work. Try Animoto here.
Gamification
Gamification is something you’ve been doing for
years so no need to panic. Remember your
points system and referral discounts – yes? It’s
the same thing only today you’ll exploit the
digital landscape and make the game such as
collecting points more interesting and more
interactive using, wait for it, BIG words coming
up: Game Mechanics! WOW!
Gamification then can involve many different
activities that apply game mechanics and
psychology to drive the “user” - your client – to
follow a specific set of desired behaviors – like
click and book! Out of the many game activities
such as being challenged, building points,
badges, brand loyalty and advocacy, a travel
agency could focus on contests, coupons and
customer loyalty programs.
The word ‘play’ when it comes to travel agency
gamification means to book a trip that’s how you
want your game users to understand play. OR,
they could achieve status by referring friends to
your agency. Think how you would like to engage
your clients into a travel game – offering free
prizes for playing and rewards for “work” such as
referrals. Some of those freebies or rewards
could be won as result of booking a group of
their own friends.
Your preferred suppliers are well into the
gamification side of 5 Screen Marketing. Be sure
to ask your BDMs for information as to how you
can offer your clients the chance to play.