Expedia launches Australia’s largest gamification project

On August 09, 2012 at 01:56 AM


Expedia launches Australia’s largest gamification project


Expedia has launched one of the largest gamification projects ever achieved in Australia and New Zealand with an online interactive game called, ‘Tag Me If You Can’ Expedia.com.au/tagme.


Expedia collaborated with creative agency BMF, DangerMouse Productions, Carat Sydney, We Are Social, and Cre8 Marketing & Entertainment to create the game, which sees Nathan Jolliffe (The Amazing Race & Celebrity Apprentice) travel to 15 secret destinations around the world.


Jolliffe leaves video clues, along with a host of other clues for users to guess and tag his location, to within ten metres, for a chance to win a share of $150,000.  http://www.youtube.cm/watch?v=18CaIEf6uII


A new game launches every weekday at 11am (AEST) hosted on the game’s online hub and players have until 10am the next day to tag Joliffe.  Players can use Facebook and Twitter to get extra clues and tags for the competition, which runs until 20 August.


Tag Me If You Can is supported by TV and online advertising & social media, in addition to promotion across Expedia’s Australian and New Zealand sites.


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 expedia ANZsaid: “Tag Me if You Can is Australia’s largest gamification project and a great example of how brands can use compelling content and interactivity to drive business performance and growth.”


Mike Kerry, Concept & Executive Producer at DangerMouse Productions said: “Tag Me was designed to spark the travel bug in a content based game”.



List of contributors:

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)

To download this release, please click here:
pdf.gif Expedia launches Tag Me If You Can.pdf95.13 KB