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Hilton Hotels & Resorts Is Early Adopter Of Interactive 360° Mobile Video Technology
Opera Mediaworks and OMD launch campaign for iconic hospitality brand that gives viewers an immersive, virtual vacation experience
April 21, 2016
SAN MATEO, Calif. - Opera Mediaworks and Hilton Hotels & Resorts, in partnership with its agency OMD, have launched a mobile campaign featuring an interactive 360° video that takes the viewer on a virtual vacation, using Opera's innovative mobile video ad unit designed to create a fully immersive and engaging experience.
The technology, which allows the viewer to fully control the viewpoint simply by tilting or rotating the device - rather than tapping or swiping the screen to explore the environment - has been popular among auto, entertainment and sports verticals, who use it to provide viewers a 360° view of an interior of a vehicle, live television show set or basketball court. But for the tourism industry, the applications of the technology stretch much further.
"The theme of the campaign is Our Stage. Your Story. - and we begin with a short, scripted video ad that sets the tone for the entire experience," says Kyle Zvacek, Global Account Director, OMD. "When the interactive portion begins, set at Hilton Barbados Resort, the voiceover explains that this Hilton hotel is a launchpad for guests to discover new places, experience unique adventures and create their own story. Viewers are then presented with a sequence of 'stages' for that story: the ocean from inside a sea cave, the expansive beach from a guestroom balcony, thick ferns all around them on a jungle walk - these virtual reality moments are what drive travelers to book their dream vacation, right then and there."
"Innovation is at the forefront of everything we do at Hilton. Since our founder Conrad Hilton bought his first hotel in 1919, we've led the industry in our approach to products, amenities and services," says Mary Beth Parks, Senior Vice President, Global Brand Marketing, Hilton Worldwide. "We are continuously exploring new technologies and platforms to connect with vacation-goers in ways that are relevant to today's evolving guest experience - and being among the first brands to launch a 360° video with Opera Mediaworks continues our pioneering heritage in the hospitality industry."
This is the first time a major brand has launched a 360° video campaign across Opera Mediaworks' entire network of mobile publishers, with the massive scale and targeting parameters that Opera Mediaworks produced, including the use of True AudiencesTM to target Leisure Travelers for this campaign.
"360° videos are an emerging capability to showcase brand offerings in new ways and represent a new arena to engage consumers with," says Mike Owen, EVP, U.S Brand, Opera Mediaworks. "We're excited to be a part of bringing this emerging technology to viewers and are thrilled that Hilton and OMD are early adopters in this space. We predict that the campaign results will be extremely strong."
For more information on the Opera Mediaworks 360° Video mobile ad unit, please email firstname.lastname@example.org.
View the campaign here.
Global Account Director
Director, Brand Public Relations
About Opera Mediaworks
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world's top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-PlayTM HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
OMD Worldwide (www.omd.com) is the leading global media communications agency, with more than 10,000 employees across 100 countries serving the world's high-profile brands. OMD provides a range of services globally including communications strategy, media planning and buying, digital execution, content creation, entertainment marketing, sponsorship and brand analytics. Recognized for its global footprint, strategic integration and creative innovation, OMD has been named Most Creative Media Agency by The Gunn Report for an unprecedented ten consecutive times; Adweek Global Media Agency of the Year for 2008, 2009, 2011, 2013 and 2014; IPA 2014 Effectiveness network of the Year. OMD is currently ranked the world's most Effective Media Agency Network in the Global Effie Effectiveness Index.
About Hilton Hotels & Resorts
For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 570 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors. As the flagship brand of Hilton, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests' evolving needs. Hilton Hotels & Resorts is a part of the award-winning Hilton Honors program. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. Begin your journey at www.hilton.com and learn more about the brand by visiting news.hilton.com or following us on Facebook, Twitter and Instagram.