Tourism NT CROC SELFIE

Challenges

Tourism Northern Territory wanted to create a greater sense of welcome and arrival for domestic and international visitors at Darwin Airport as they first stepped off the plane.

The solution needed to showcase the range of things to do in the wet, the dry and during events season, while capturing user data to feed into CRM and use for re-marketing purposes to encourage longer stays, regional dispersal, to increase spending and to endorse the Territory as a visitor destination through social media. Tourists also needed to be reminded that crocodiles inhabited the Northern Territory waterways.

Response

We created a monstrous interactive installation with Microsoft Kinect motion sensors and a hidden camera built into the installation. As you stand in front of the screens you’re instructed to  jump – triggering a crocodile to leap out of the water and the Kinect camera to snap your picture and composite it with the photo of the croc. You can then be emailed a personalised travel itinerary along with a ‘Be Crocwise’ message, and by stepping into different locations of a map on the floor could also view selfie point-of-view videos of different regions of the NT.

Results

The ‘Croc Selfie’ installation is a permanent fixture at Darwin International Airport and joins a number of technology upgrades installed as part of the NT Spaces infrastructure upgrade project that have been heralded by Tourism Northern Territory and the NT Airports Director and is a strong initiative viewed by TNT as a world-class, long-term solution that delivers against their strategic requirements.

In its first week (9th to 15th September, 2015) ‘Croc Selfie’ smashed through engagement targets.

  • 10,484 Croc Selfies were taken
  • 379 photos were downloaded
  • 346 users completed the form to request an itinerary

And in the Video Journey Experience that followed the croc encounter:

  • 1329 x 1 min videos were viewed (with a completion rate of 42%)
  • 141 users went through to access the site to get their itinerary (after completing the video)

To date, the results remain consistently strong (results through to Oct 15th)

  • a total of 22,544 Croc Selfies have been taken
  • 2,722 videos have been started (1129 completed)

Snapping Tourists Data

CREATING SOCIAL CONTENT