After having worked with Hallmark Channel on the Season 1 Virtual Tour for Cedar Cove, it was an easy choice for them to return to Haven Agency for Season 2. Our challenge this year was to refresh the tour enough to make it interesting for repeat visitors, yet remain intriguing for new viewers as well.
We worked with Hallmark Channel to refresh numerous site elements throughout the tour. From updating character bios, to adding in all-new characters, to revamping some of the scenery – the tour took on a whole new life for Season 2. We also modified the placements of the hidden objects game that has been a part of the tour since Season 1; a game in which users attempt to find hidden objects that are related to the show, throughout each scene.
Since every visit to the tour resulted in another sweepstakes entry for the visitors, we had to make sure the tour was compelling enough to drive repeat visits. To add additional interest and drive repeat visits, Haven Agency also developed an HTML mini game that consisted of a word search of character names, locations, and items from the show. Since the virtual tour was developed in Flash, Hallmark Channel wanted there to be an HTML element for mobile user interaction. The mini game provided that, along with delivering some entertainment for the visitors.
For the second season in a row, the virtual tour was a huge traffic driver. Both Season 1 and Season 2 versions resulted in just under 1 million sweepstakes entries for Hallmark Channel, an amazing feat that Haven Agency is proud to have been a part of!
“Thanks so much! The sweepstakes ended with 962,310 entries, with only 176,750 of those being unique, so consumers were really utilizing the virtual tour.”