Hawaii Has Launched a Facial Recognition Marketing Campaign to Help Travelers Plan Trips
Photo Credit: The Hawaiian Tourism Authority and Expedia Media Solutions are launching a marketing campaign using facial recognition, one of the first for travel brands. Pictured is a still from the campaign's "Discover Your Aloha" video. Expedia Media Solutions
Skift Take
Many travelers are generally more open to using new technology than other groups. But the pay-off has to be clear and transparency is paramount for a campaign like this to work.
Do travelers want to let brands analyze their facial expressions while watching videos of skydiving excursions or jungle treks through Maui?
That's the big question the Hawaii Tourism Authority and Expedia Media Solutions are trying to answer as it introduces its Discover Your Aloha campaign this week. The campaign, created by Expedia Media Solutions, shows travelers a video of drone footage of the Hawaiian Islands and lets them watch the video with or without facial recognition software. If travelers choose to use facial recognition, the technology uses their webcams to analyze any expressions they make while watching the video (watch the video below).
After watching the two-minute video, travelers answer a few questions about the content, such as how they liked the scene of discovering Hawaii from a helicopter and can choose "I loved it!" or "Not for me!"
Based on their answers travelers are given an animal guide, such as a bird or a pig, that represents the kind of activiti
