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The Roadtrip 2014: Youtubers' Sponsorships For Aalborg University – Copenhagen Master of Arts in Tourism Master Thesis Supervisor: Tanja Knoblauch Nielsen The RoadTrip 2014: YouTubers’ Sponsorships for Touristic Campaigns 1 Carina Monteiro Johansen Sibylle Armelle Yann Rivoallan June 2015 1 Cover picture’s source: http://www.contiki.com/blog/wp-content/uploads/2014/08/roadtrip2014-e1407260738165.jpg Abstract This case study examines the RoadTrip 2014 campaign’s impact on Contiki’s brand perception. In an extended theoretical part, relevant concepts such as brand and brand perception, innovation, YouTube, brand ambassadors, co-creation of brand, online communities, word-of-mouse and video performances, storytelling and interactions are defined, analysed and connected to this case study. The choice of a qualitative research in an online context implied a netnographic approach. Primary data was collected during a focus group gathering six respondents who are not subscribed to YouTubers’ channels. They were shown each video of the campaign, relating the day the YouTubers left Nice, visited Genoa, Pisa and arrived in Florence during the RoadTrip 2014. Secondary data was the analysis of each video that the focus group commented on. Complementary data was gathered among four subscribers of some of the RoadTrip 2014 YouTubers who were questioned and interviewed regarding their relationship with YouTube, YouTubers and their opinions about Contiki. The goal was to compare interpretations about the campaign in general, the YouTubers and the videos among different groups part of online communities or not. Quantitative data made available on YouTube such as number of views, thumbs up and down was also used as a base to measure the success of the videos and the campaign as a whole. Furthermore, by analysing the videos’ construction through editing, performances, storytelling and interactions, as well as the videos’ description boxes, titles and thumbnails, new findings were made in relation to viewers’ preferences. It was also discovered a dual role embodied by the YouTubers who are both consumers and brand ambassadors of Contiki’s trips, which doesn’t necessarily impact YouTubers credibility among viewers. Finally, Contiki’s brand equity during the RoadTrip 2014 was gained through the YouTubers’ own brands. Subscribers tend to have a more positive image the YouTubers vlogs, while the respondents didn’t necessarily acknowledge the YouTubers legitimacy as brand ambassadors and video makers. Overall, it can be conclude that the RoadTrip 2014 vlogs’ success are subject to viewers personal interpretation that may vary to online community to offline groups. 1 TABLE OF CONTENTS 1. TABLE OF IMAGES ................................................................................. 4 2. TABLE OF GRAPHS ................................................................................ 6 3. INTRODUCTION ...................................................................................... 7 4. CASE DESCRIPTION ............................................................................... 8 5. METHODOLOGY ................................................................................... 17 5.1. RESEARCH DESIGN ................................................................................. 18 5.1.1. Case study ....................................................................................................................... 18 5.1.2. Social constructivism ..................................................................................................... 19 5.2. QUALITATIVE APPROACH/ Methods ....................................................... 20 5.2.1. Netnography ................................................................................................................... 21 5.2.2. Focus group ............................................................................................................... 23 5.2.3. Interviews and questionnaires as secondary data ................................................... 25 5.3. DATA ANALYSIS ....................................................................................... 25 5.4. LIMITATIONS ........................................................................................... 26 5.5. ETHICS ..................................................................................................... 27 6. THEORY ................................................................................................ 27 6.1. SOCIAL MEDIA IN TOURISM ................................................................... 30 6.1.1. Social Media and User Generated Content .................................................................. 30 6.1.2. YouTube and the blogosphere .................................................................................. 33 6.1.3. Online communities ...................................................................................................... 36 6.1.4. Word of mouse and co-construction of brands ....................................................... 37 6.2. BRANDING ............................................................................................... 40 6.2.1. Social media marketing and innovation ................................................................... 41 6.2.2. Brand ambassadors ................................................................................................... 44 6.2.3. Social networks’ weaknesses for brand positioning ................................................ 47 6.3. VIDEO CONTENT ...................................................................................... 48 6.3.1. Storytelling ..................................................................................................................... 48 2 6.3.2. Performances ............................................................................................................. 50 6.3.3. Interactions ................................................................................................................ 52 7. ANALYSIS ............................................................................................. 54 7.1. Contiki ...................................................................................................... 54 7.2. Alli ............................................................................................................ 58 7.3. ladiedottie ................................................................................................. 60 7.4. BFvsGF ...................................................................................................... 64 7.5. FunForLouis ............................................................................................. 67 7.6. OliWhiteVlogs ............................................................................................ 71 7.7. JoeyGraceffa ............................................................................................. 74 7.8. Shaaanxo Vlogs ......................................................................................... 77 7.9. Justin James Hughes ................................................................................ 81 7.10. LifeBurry ............................................................................................... 85 7.11. Kalel Kitten ............................................................................................... 89 7.12. Subscribers ............................................................................................... 92 7.13. Contiki ...................................................................................................... 93 7.14. Youtube ..................................................................................................... 94 7.15. Videos ....................................................................................................... 95 8. DISCUSSION ........................................................................................ 98 8.1. Online Communities ................................................................................. 98 8.2. Brand ambassadors and collaborations ................................................... 101 8.3. Videos’ construction: performances, storytelling, and interactions ........ 111 8.4. General reflexions ................................................................................... 121 9. CONCLUSION ...................................................................................... 122 9.1. Research questions’ answers .................................................................. 122 9.1.1. How are the vlogs constructed? ................................................................................... 122 9.1.2. How do viewers react to the vlogs? ............................................................................. 123 9.2. Problem formulation’s answer ............................................................... 123 10. RECOMMENDATIONS FOR FURTHER RESEARCH ............................ 124 3 11. LIST OF REFERENCES ........................................................................ 126 12. APPENDIXES....................................................................................... 134 12.1. Appendix I. Flyer used to look for interviewees ...................................... 134 12.2. Appendix II. Questionnaire for subscribers ........................................ 135 12.3. Appendix III. Nodes ................................................................................. 137 12.3.1. Among Vlogs ............................................................................................................
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