Most travel videos let viewers take viewers on adventures that exist solely on the TV or computer screen in front of them. Getting viewers to leave their couch and adventure around an entire state on a scavenger hunt? Impressive.
This content was created collaboratively by Skift and Travel Channel
Building on an already successful 7 Wonders of Oregon campaign dating from 2014, Travel Oregon added 7 Bikes for 7 Wonders, a video-rich scavenger hunt extension, in May 2015. Here, seven of the state’s best bike builders built one-of-a-kind hand-made bikes. Travel Oregon then hid each bike near its respective Wonder.
Showcasing the bike builder and associated location in each of the seven videos, Travel Oregon aimed to celebrate the state’s thriving maker culture while challenging viewers to go out and physically explore natural landmarks like Crater Lake and Mount Hood.
It turns out that offering up the bikes as prizes was a pretty good call to action, as most of were found within an hour of launching.
Creatively, all seven videos are interview-style. They also include slow-motion videography, to give the viewer a chance to get to know the bike builder and appreciate the surroundings.
Amy Walker, Travel Oregon’s Brand Manager, notes a few key learnings from the 7 Bikes for 7 Wonders video project. “When doing interview-style videos,” she says, “the whole tone and cadence of the video is set by the interviewee. Some personalities are more upbeat and quirky, others are more low-key; the final video will reflect these different personality traits in terms of pacing and tone.”
Travel Oregon deployed the videos, which averaged roughly three minutes in length, on TravelOregon.com and YouTube, and promoted them on Facebook and Twitter. They also created 15-second cutdowns for Instagram. Travel Oregon found that the various videos performed differently, depending on the channel. In particular, says Walker, “we learned that there is no one-size-fits-all strategy when it comes to short-form video storytelling.”
The campaign has proven to be successful for Travel Oregon, driving a 58% quarter-over-quarter growth in video views. Email sign-ups during the active period of the campaign climbed over 1,110%.
Check out a few of the 7 Bikes for 7 Wonders videos below.