The RoadTrip 2014: YouTubers' Sponsorships for Touristic Campaigns
Authors
Johansen, Carina Monteiro ; Rivoallan, Sibylle
Term
4. term
Education
Publication year
2015
Submitted on
2015-06-01
Pages
189
Abstract
This case study explores how Contiki’s RoadTrip 2014 campaign influenced brand perception when travel experiences are promoted through YouTube vloggers. An extensive theoretical framework integrates concepts of branding and brand perception, innovation, YouTube, brand ambassadors, co-creation, online communities, word-of-mouse, and video storytelling, performance, and interaction. Methodologically, it applies a qualitative, netnographic design: a focus group of six non-subscribers to the featured YouTubers watched four daily vlogs (from departure in Nice via Genoa and Pisa to arrival in Florence), and each video was analyzed. Complementary data came from interviews and questionnaires with four subscribers to some of the YouTubers about their relationship with YouTube, the creators, and Contiki. Basic YouTube metrics (views and likes/dislikes) were also used to gauge campaign reach. Analysis of video construction—including editing, performance, storytelling, interactions, and the use of titles, thumbnails, and description boxes—yielded insights into viewer preferences. The study identifies a dual role for YouTubers as both consumers and brand ambassadors for Contiki’s trips, a position that does not necessarily undermine their credibility. Contiki’s brand equity during the campaign appears to leverage the YouTubers’ own brands. Subscribers tend to view the vlogs more positively than non-subscribers in the focus group, who were less likely to recognize the YouTubers’ legitimacy as ambassadors and content producers. Overall, the findings suggest that the vlogs’ impact hinges on personal interpretation and varies between online communities and offline groups.
Dette casestudie undersøger, hvordan Contikis kampagne RoadTrip 2014 påvirkede opfattelsen af brandet, når rejseoplevelser formidles gennem YouTube-vloggere. En bred teoretisk ramme samler begreber om branding og brandopfattelse, innovation, YouTube, brandambassadører, samskabelse af brands, online fællesskaber, word-of-mouse samt videofortælling, performance og interaktion. Metodisk anvendes et kvalitativt, netnografisk design: En fokusgruppe med seks personer uden abonnement på de medvirkende YouTubere så fire dagsvlogs (fra afrejse i Nice via Genova og Pisa til ankomst i Firenze), og hver video blev analyseret. Supplerende blev fire abonnenter på enkelte af YouTuberne interviewet og spurgt om deres forhold til YouTube, til kreatørerne og til Contiki. Desuden indgik simple YouTube-metrikker (visninger, tommelfinger op/ned) i vurderingen af kampagnens gennemslag. Analysen af videokonstruktionen – herunder klipning, performance, storytelling, interaktioner samt titler, thumbnails og beskrivelsesbokse – peger på nye indsigter i seerpræferencer. Studiet identificerer YouTuberne i en dobbeltrolle som både forbrugere og ambassadører for Contikis rejser, en rolle der ikke nødvendigvis svækker deres troværdighed. Contikis brandværdi i kampagnen synes i høj grad at trække på YouTubernes egne brands. Abonnenter vurderer vlogsene mere positivt end fokusgruppens ikke-abonnenter, som i mindre grad anerkender YouTuberne som legitime ambassadører og videoproducenter. Overordnet viser resultaterne, at vloggenes effekt afhænger af seernes personlige fortolkning og varierer mellem onlinefællesskaber og offline grupper.
[This apstract has been generated with the help of AI directly from the project full text]
Keywords
Tourism ; YouTube ; Social Media ; YouTubers ; Sponsorship ; Campaigns ; Video Analysis ; Performances ; Vlogs