EXPEDIA: 15th ANNIVERSARY
Online scavenger hunt and contest in Facebook Marketplace. Cannes Design Lion winner.
BACKGROUND
Expedia was celebrating its 15th anniversary and wanted to thank its customers for all their support over the years.Expedia had also recently started its loyalty program, giving out miles like airlines do. To promote the program they wanted to give out 15,000,000 miles.
CHALLENGE
Create excitement around the new loyalty program while celebrating Expedia’s anniversary.
IDEA A contest for fans to find 15 suitcases, each packed with 1,000,000 Expedia miles, hidden in plain sight in the Facebook Marketplace.
Online scavenger hunt and contest in Facebook Marketplace. Cannes Design Lion winner.
BACKGROUND
Expedia was celebrating its 15th anniversary and wanted to thank its customers for all their support over the years.Expedia had also recently started its loyalty program, giving out miles like airlines do. To promote the program they wanted to give out 15,000,000 miles.
CHALLENGE
Create excitement around the new loyalty program while celebrating Expedia’s anniversary.
IDEA A contest for fans to find 15 suitcases, each packed with 1,000,000 Expedia miles, hidden in plain sight in the Facebook Marketplace.
CONTEST HUB & DETAILS
Expedia’s Facebook page was converted into the hub for the contest. Clues pointed to a location around the globe where a suitcase was hidden. When people thought they knew the location, they would enter that location into Facebook Marketplace and search for “suitcase.” When they found what they thought was an Expedia suitcase, they simply messaged the seller with a code phrase (given on the Facebook page).
POSTERS
Posters were used as PR pieces and given to the winners of the suitcases.
