Tbex 2013 Toronto Expedia Blogger Partnerships: Case Studies on Content Marketing & Innovations
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The document discusses Expedia's blogger partnerships and content marketing strategies, showcasing case studies such as the 'Find Yours' short film contest. It highlights the significance of treating bloggers as professional peers and emphasizes organic content creation and long-term investment in relationships. Key insights include the importance of measuring success and recognizing that larger initiatives may not always yield better results.
Tbex 2013 Toronto Expedia Blogger Partnerships: Case Studies on Content Marketing & Innovations
- 1. Expedia Blogger Partnerships: Case Studies on Content Marketing & Innovations Sarah Gavin @sarahwaffle Jesse Harris @jesseharrisfilm Deb Corbeil @thePlanetD Anne Taylor Hartzell @Hip Travel Mama
- 5. Founder & Artistic Director of NFFTY (National Film Festival For Talented Youth) Help to discover the top new film directors from around the world and bring their stories to massive audiences. Commercial Director & Brand Consultant Develop creative and direct storytelling commercials for brands and consult. Brands I’ve Built Partnerships With: Volvo, Bing, Expedia, ESPN / X Games, Virgin America, Nike, vitaminwater, Xbox, and many more
- 6. NFFTY/Expedia “Find Yours” Short Films NFFTY Filmmakers were asked to submit to a short film contest inspired by Find Yours Facebook App Built to showcase films and allow for audience voting
- 7. NFFTY/Expedia “Find Yours” Commercials Five Original :30 & :60 Commercials Made By Young Filmmakers Premiered at NFFTY 2013 & Uploaded to Expedia YouTube
- 9. Deb Corbeil, The Planet D
- 11. CONTENT PARTNERSHIP IN ACTION • 4M IMPRESSIONS • 2X TRAFFIC TO LANDING PAGE
- 12. BUILDING LASTING COMMUNITY • Rethink how you invest your marketing dollars • Let the content be organic • Treat bloggers like professional peers • Identify how you will measure success • Avoid analysis paralysis • Bigger isn’t always better • Recognize it is a long-term game
Editor's Notes
- #3: Many of you heard me talk about our journey this morning with our amazing blogger community. Two years ago, we dove headfirst into working with travel bloggers. And it turns out we discovered something HUGE, revolutionary even. We discovered that the people who read your blogs really like travel. Shocking, I know, to all of you, but really something that it seems that most travel companies haven’t figured that out. This year – actually this week - Expedia took our blogger journey in a new, exciting and groundbreaking direction. The result is our Expedia Viewfinder blog, which we just launched on Wednesday. On this Night with the Stars, I’d like to take a moment to recognize each of our 14 Expedia Viewfinders and bring them up on stage: Spencer Spellman, The Traveling Philosopher Chris Staudinger and Tawny Clark, Captain and Clark Rick Griffin and Sandi McKenna, Midlife Road Trip Kent Reiersgaard and Caanan Reiersgaard, No Vacation Required Kara Williams, The Vacation Gals Trish Friesen, Trip Styler Matt Villano, Wandering Pod Dave Bouskill and Debra Corbeil, The Planet D Anne Taylor Hartzell, Hip Travel Mama Beth Whitman, Wanderlust and Lipstick
- #6: - Recap background and history of NFFTY as needed. - Overview of what I currently do and how it relates to blogger audience trying to reach brands for partnerships. - Film, like travel can be an incredibly transformative experience. Going to talk about how I partnered with Expedia to give their Find Yours Campaign a unique voice with original film content created by young filmmakers. Also, tips and insight into what brands are looking for with partnerships and how to get ahead of everyone else.
- #7: - Last year, NFFTY partnered with Expedia to help bring the Find Yours Campaign to life with original films. - NFFTY Filmmakers were invited to submit films inspired by “Find Yours” - Expedia’s FB audience tapped to vote for their favorites and help decide the winner. - It gave Expedia dozens of pieces of original content and got filmmakers literally around the world creating content and spreading the find yours message to their network.
- #8: - This year, Expedia wanted to challenge 5 filmmakers we selected to take a shot at directing their own find yours commercials. Unlike short films, the filmmakers had to follow Expedia’s brief and copy the user generated feel of the rest of the campaign. - Films played at NFFTY to more than 12,000 in attendance and now online. - These short form pieces make them easy to share and watch and more closely match the rest of the Expedia campaign
- #9: -Joel McCarthey’s Find Your Your New Memories -Play