A Tennessee tourism campaign that used technology to customize videos for viewers has earned an award at the 63rd annual Cannes Lion International Festival of Creativity in France.
The Tennessee Vacation MatchMaker won a silver lion in the creative data category. It's the second win in a row for the Tennessee Department of Tourist Development's advertising and marketing campaign. It earned a bronze lion last year for its One Minute Vacation.
This year's campaign also earned a bronze lion in the digital craft category.
Tennessee Vacation MatchMaker analyzed millions of data points about the viewer, including location, browsing history, purchase behavior, music interests, social media activity and more. Then it scanned a matrix of hundreds of video clips of Tennessee activities to find matches and create a commercial tailored to the viewer in real time.