The Nevada Division of Tourism (TravelNevada.com) kicked off a mobile tour in California cities as part of its first-ever “Don’t Fence Me In” 360-degree video and experiential disruptive installation tour. The live-action video production took a crew of 20 people, traveling 750 miles across the state of Nevada over a 7 day period. Groove Jones managed and directed the video production as well as the mobile App production.
The theme of Nevada’s “Don’t Fence Me In” attitude gave people in the San Francisco, Los Angeles, and San Diego areas the opportunity to experience a 360-degree virtual road trip throughout Nevada. The experience follows a group of young adventurers as they climb, kayak, and drive across, around, and through the state’s epic landscapes. Groove Jones worked with the agency Fahlgren Mortine on commercial video production and Evolve Concepts on mobile tours.
“California is one of Nevada’s main drive-and-fly markets, so we want to bring residents an unmatched Nevada experience, knowing the virtual scenery will be a complete contrast to their current physical surroundings,” Claudia Vecchio, director of the Nevada Department of Tourism and Cultural Affairs, said. “We want to unleash people’s adventure mindset by transporting them from a bustling city with crowds to wide-open spaces and the most breathtaking landscapes in the country.”
360 Video of the Experience
Best viewed at 1440K.
Seven Days, 20 Person Crew, Covering 750 miles
Visitors to each installation saddle up to a saloon-style set, put on a Nevada character-themed VR headset, and are instantly transported from their crowded metropolitan setting into awe-inspiring, wide-open locations such as Lake Mead, Valley of Fire State Park, Hoover Dam, Sand Mountain, Virginia City, and Lake Tahoe.
Facebook Campaign Insights
The experience was also released as a 360º video ad campaign on Facebook to generate interest in travel.
- Over 2.3m Video Views
- 7.6m Impressions
- ~30% View Rate (2x the benchmark 14.8% rate)
Fun Fact: The ad agency found that Baby Boomers interact with travel content the most out of any generational group at a total rate of 20.37%.
Notably, more than the runner-up – Gen X’ers, who interacted at an average rate of 16.07%.
