Mission and objectives: virtual immersion as a game changer
In a quest to offer users an unprecedented virtual experience amidst the breathtaking world of the 3 Zinnen, elements developed a custom augmented reality filter for the Meta platforms. With just a simple tap, users are instantly transported to the Dolomites using AR filter goggles, playfully blending the realms of tourism and augmented reality.
AR filters on Meta can be accessed on mobile devices in the following ways:
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via the link
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through the Instagram channel @3zinnendolomites: Tap on the tab 3*
The project focused on the following key objectives:
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raising awareness for 3 Zinnen Dolomites
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boosting brand and account visibility
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increasing engagement through an immersive experience
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viral distribution of the AR filter
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positioning 3 Zinnen Dolomites as a pioneer in digital tourism marketing
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clear and strategic differentiation from competitors
Augmented reality campaign with charming branding
To achieve a subtle branding effect, the 3 Zinnen logo and corresponding lettering were seamlessly incorporated into the goggles’ strap. Nevertheless, it was the awe-inspiring backdrop of the 3 Zinnen that undeniably provided the unmistakable recognition factor. To attain the highest possible reach, this effect wasn’t solely confined to organic usage; it was also strategically used in paid advertisements on Meta platforms. This proved to be an exceptionally efficient combination and approach, particularly uncommon in the tourism sector. In addition, continuous performance tracking and optimization were employed to maximize engagement rates.
The AR campaign exceeds expectations with impressive results
The marketing mix of paid and organic strategies yielded results that far exceeded all initial expectations. The AR filter went viral.
Organic results (11/2022 – 01/2024)
The organic KPIs alone testify to the success of the project:
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Impressions: 414,100
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Effect opened: 230,500 times
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Photo/video taken: 35,500 times
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Recordings saved on end device: 6,600 times
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Recordings shared on Meta: 11,900 times
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Opening time: 13 sec
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Opening rate: 56 %
Paid results (campaign runtime 11/2022 – 01/2023)
Paid campaigns further boosted the branding effect:
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People reached: 272,000
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Filter opened: 1,800 times
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Open time: 7+ seconds
A new era for Meta campaigns
The groundbreaking initiative by 3 Zinnen Dolomites has charted a promising course for the future of tourism marketing. Their adept utilization of paid social media ads in conjunction with organic social media strategies caused KPIs to soar through the roof, with metrics such as impressions and dwell time skyrocketing. This approach not only increases the potential for viral engagement but also seamlessly blends performance and branding.
What sets the 3 Zinnen Dolomites apart is their comprehensive online strategy, based on the full-funnel approach. This means they successfully reached users at every stage of the customer journey.
The bottom line?
If you want to stand out from the crowd, you have to break new and innovative ground! The 3 Zinnen Dolomites project stands as a shining example of this. It shows that having the courage to try something new will be richly rewarded with impressive KPIs.
