Sophie Chen
Aug 6, 2012

Expedia launches Australiaʼs largest gamification project

AUSTRALIA & NEW ZEALAND - Expedia has launched one of the largest gamification projects in Australia and New Zealand with an online interactive game called ‘Tag Me If You Can’.

The online game sees Nathan Jolliffe (host of Amazing Race & Celebrity Apprentice) traveling to 15 secret destinations around the world. He leaves video clues for participants, who must guess and tag his location within 10 metres for a chance to win a share of $150,000.

Until 20 August, a new game will launch every weekday at 11 am (AEST) on the game’s online hub. Players have until 10 am the next day to tag Jolliffe. Extra clues and tags can be found on Facebook and Twitter.

Expedia teamed up with creative agency BMF, DangerMouse Productions, Carat Sydney, We Are Social, and Cre8 Marketing & Entertainment to create the game, which is supported by TV, online advertising and social media.

The campaign aims to increase awareness and interactivity of Expedia’s social media presence and reinforce the brand’s positioning as a travel expert.

Georg Ruebensal, managing director of Expedia ANZ said: “'Tag Me If You Can' is a great example of how brands can use compelling content and interactivity to drive business performance and growth.”

Mike Kerry, concept and executive producer at DangerMouse Productions said: “Tag Me was designed to spark the travel bug in a content-based game.”


Concept & Executive producer Mike Kerry (DMP)
Director of photography Cameron Craig (2cFilms)
Associate producer Adam Farrow-Palmer
Sponsorship and integration Carolynne Moore (Cre8)
Content production lead Whitney Hawthorn (BMF)
Editor / Post production James Bristow (BMF)
Digital project manager Rachel O’Toole (BMF)
Digital lead Doug Rathbone (BMF)
Account director Jonny Bucknall (BMF)
Strategist Dan Goodswen (WeAreSocial)
Commercial director Rob Wall (Carat)

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