It seems that every industry these days, including travel, is scrambling to target Generation Y: the 20- and 30-somethings also referred to as millennials. Travel-booking giant Expedia is taking its own approach by appealing to curious, young would-be bookers with a new series of online-only videos featuring Jay (a nerdy character Elijah Wood might play but with a much more nasal voice who serves as the question moderator) and Stuart (color commentary provided by a Seth Rogen look-alike).
As a real-life millennial, I was forwarded the verge-of-trying-too-hard campaign (found in an article by GeekWire) by a coworker who was pretty sure my delicate millennial sensibilities would be offended by the heavy-handed duo with their own hashtag — #ExpediaInterns. In actuality, I thought it was smart — employ two slightly off-base stereotypes to elicit travel questions and concerns from a target demographic. Things like: “When is the best time to book a flight?” are answered in a live-to-serve way by intern Jay, while Stuart interrupts with nonsensical babble to lighten the matter-of-fact tone.
What my Gen X colleague found condescending, I found convenient — just tweet any queries to #ExpediaInterns and the carefully selected marketing team behind Jay and Stuart promise an answer and maybe even a video highlighting your inquisitive tweet. While she found that the tone suggested our questions weren’t being taken seriously, I felt the shtick was perfectly acceptable as long as the answers were accurate.
Perhaps I have been desensitized to Internet buffoonery through constant exposure day in and day out, but if I had the choice of a tutorial explaining algebra with a voiceover or a tutorial with a cat in a robe explaining algebra — well, you do the math. Regardless of whether your gimmick gets me to click, if you’re delivering quality advice and information, I’m all for the frivolous format.
Jay and Stuart are five videos strong so far, discussing topics like the best time to book, international travel, mixing and matching airlines and choosing a smaller airport (topics are air travel-heavy at the moment). To follow along, use #ExpediaInterns on Twitter or visit their website.
– written by Brittany Chrusciel