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Visitors Choose Their Dream California Adventure on Social Media

By Jeff Tang 04/23/2021

To bring to life the “What If, California” campaign on social media, Visit California created a California-themed “choose your adventure” social activity.

From April 12-17,  Visit California shared polls on Instagram Stories, Twitter and Facebook that prompted to visualize their dream vacation by voting on stages in a California itinerary. More than 650,000 people across all social channels participated in or viewed the adventure, delivering 5,320 handoffs to featured destinations.

Here’s how it worked: Each day, Visit California published a new poll. At the end of each day, responses across Facebook, Instagram Stories and Twitter were tallied and the next day’s post based on the results. At the end of the week, a summary post revealed the completed adventure. Each post tagged DMO partners, who were given advanced notice so they could share the content to increase reach and participation.  

Choose Your California Adventure Instagram Story

On Instagram Stories, the activity concluded with an open-ended question asking where participants would travel next. This simple question proved to be one of the most successful components, with more than 300 participants inspiring 70,000 readers by sharing where they would continue their journey. This prompted more than 700 additional partner handoffs.

Overall, the program surpassed similar Visit California social activities in views and engagement. For example, the Instagram Stories implementation received 30,000 views per frame (more than triple comparable story content), with polls seeing a response rate of 35% (10% above high-performing trivia activities).

Create Your Own Adventure
By leveraging the built-in polling functionality of your social platforms as described in this article, you can create a similar “choose your adventure” game for your social audience. In addition to generating additional engagement, the activity can help visitors discover new areas and attractions.

Here are a few additional recommendations for a successful “choose your adventure”:

If you have questions or would like assistance, reach out to Consumer Web Content & Social Media Marketing Manager Jeff Tang.

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