The remarkable success of the 2005 campaign inspires an optimized and advanced “Vic” using Conversive Technology. On September 4th through the 29th in 2006, Qantas airways features the Vic’s Daily giveaway in conjunction of the success of the first giveaway in 2005. In order to set itself apart from other promotion available online, Spacedog and Conserve, a forerunner in Customer Self Service automation, to create a website host taking the form of a friendly koala bear who is capable of responding to inquiries regarding Quantas products, services, and travel information about routes to Australia and New Zealand. Driven sweepstakes entry process and a conversation engine that truly engages each individual consumer.
Through Natural Language Processing technology, promotion and representation is achieved in this unique campaign, which encourages effective individualized communication to each visitor. By producing a one to one communication in a fun and engaging way, this achieves the goal of reinforcing the Qantas brand message and superior customer service. Once the campaign is over, all of the conversational data collected will be used to better inform the Qantas marketing and sales teams on future campaigns.Dustin Callif
If you are looking to plan your trip down under, take a look at Qantas which was started in April 2005 which assisted in helping customers when they are planning their trip to Australia. The campaign in 2005 gave a result of 8 minutes and 25 seconds as the average brand “talk time.” 53% of the sweepstakes entrants then opted in to the Qantas eTravel Club newsletter. The promotion month saw a 36% increase in visitors compared to the previous 12 month average.
When presented with the opportunity to converse with a koala bear, eighty four percent of contestants participated in the behavioral study with all but five percent choosing to fully complete it. see that 24% of people who started a Vic session came back to chat with Vic again during the month long promotion.
“This project is less expensive than a sweepstakes we would’ve hosted on a media associate’s site although it does necessitate more resources,” said Suzanne Hornwood Appel, Qantas eCommerce marketing manager. promotional resources, partner marketing opportunities, prizes supplied by partners and viral word of mouth marketing.” Emerging Platforms
Dustin Calif, managing director and “travel guru” of Spacedog, Inc., is quoted as saying, “we are excited about the opportunity to re team with Quantas and of course, Vic”. Conversive technology is the essential key toward creating a more conversational web usage, as is vital to capture the target demographic for this outstanding promotion. ”
Tapping into the power of Web 2 point 0 applications such as Widgets, Spacedog worked with Conversive to create a Yahoo Widget that allows site visitors to receive daily prize updates and winner alerts directly to their desktop that pull from a dynamic XML feed. The “Vic” widget allows people to receive communications beyond the website in a fun and engaging way and reinforces the “Vic’s Daily Giveaway” campaign by offering these messages directly from Vic himself! Promotion
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