Palace Resorts Uses Eye Tracking in New Marketing Campaign to Make Sure Inspired Travelers Never Lift a Finger
Visitors to the microsite will be presented with a series of two parallel videos around a variety of themes, including trip type, activities, experiences, cuisine and entertainment, and will be asked to use their eyes to make selections. Upon entering the microsite, users are prompted to grant access to their web camera, which enables them to opt in for the eye-tracking software experience. Users who do not wish to use the eye-tracking software can manually select their preferred videos throughout the quiz.
As the videos play, the bespoke software - an evolution of facial-recognition technology - will track interest and preferences based on which video the user pays attention to the most, or the direction of their gaze. An on-screen beacon serves as an additional guide for users, to show them where they are looking on the screen. Once a user has looked at the same video for a few seconds, the software confirms the selection and moves on to the next pair of parallel videos.
With the insight that many travelers are looking for inspiration and conducting research on mobile devices, Never Lift a Finger is also compatible on mobile. By putting their smartphone in landscape mode, mobile users can take the quiz by viewing side-by-side static images and tilting their smartphone left or right to make a selection.
The campaign runs across Expedia, Hotels.com, Hotwire and Travelocity in the U.S., Canada, Mexico, Latin America and the U.K., and users will be driven to the microsite from display advertising, homepage takeovers and e-mail.
The campaign was created by our in-house creative agency, Creative Partnerships. Inspired by Palace Resorts' brand identity, high-end product offering and its competitive differentiators, the Creative Partnerships team developed a campaign that would showcase the brand's 10 luxury oceanfront properties in Mexico and Jamaica through a fresh, highly-engaging and inspirational format that would help drive brand awareness and increase conversion.