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.”

 

Credits
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)

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Facebook's video screwup: A tipping point for brands to be more discerning?
Premium
5 hours ago

Facebook's video screwup: A tipping point for ...

Facebook’s video miscalculation underscores the need for independent verification, a focus on view quality and platform diversification, experts say.

Premium
Top business leaders remain heavy media consumers: Ipsos study
Premium
5 hours ago

Top business leaders remain heavy media consumers: ...

CNN and Financial Times came out tops among the business elite in the latest Ipsos research.

Premium
Japan shows film and digital prowess at Spikes
Premium
5 hours ago

Japan shows film and digital prowess at Spikes

Work for Nissan, Shiseido and ANA claimed top prizes at the prestigious creative advertising awards last week.

Premium
Appier sees more pronounced cross-screen usage in Japan
Premium
6 hours ago

Appier sees more pronounced cross-screen usage in Japan

Use of more than four screens is increasingly commonplace in Japan, according to Appier's report.