Expedia launches ‘Tag Me If You Can’ game

Travel portal Expedia has launched a new digital gamification project called ‘Tag Me If You Can”.

The competition sees Nathan Jolliffe, formerly of The Amazing Race and subsequently a contestant on Celebrity Apprentice, travel to 15 secret destinations around the world, leaving clues for users to guess and tag his location to within 10m.

The game was a collaboration between DangerMouse Productions, BMF, Carat Sydney, We Are Social and Cre8 Marketing & Entertainment.

Competitors stand to win a share of $150,000.

The campaign is supported by TV, online advertising and social media as well as promotions across both the Australian and New Zealand Expedia sites with the aim of raising awareness and interactivity of Expedia’s social media presence.

Georg Ruebensal, MD of Expedia ANZ said: “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 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)

Comments


  1. Ash
    3 Aug 12
    2:21 pm

  2. Is this right? They want people to travel around the world to 15 different destinations and tag within 10 metres of where that guy was? Will ANYONE do that?

  3. Cognitively Dissonant
    3 Aug 12
    3:06 pm

  4. No, Ash: it’s not right.

  5. Leah
    5 Aug 12
    3:55 pm

  6. Very clever way of finding their ‘audience’

  7. AndrewL
    6 Aug 12
    2:33 pm

  8. Dammit I got the modern family house but was too slow, awesome game show me the money

  9. Nicholas
    6 Aug 12
    4:15 pm

  10. I got the Broadway Dance Studio but was too late as well! I thought Modern Family’s house was Desperate Housewives though.

    It’s a great idea, but you’ve got to be quick. And it’s painfully slow trying to tag on an iPhone.

  11. Balls
    7 Aug 12
    11:05 am

  12. *Cough* Poke — Pin Me If You Can…

    http://www.pinmeifyoucan.com/

  13. Alan
    9 Aug 12
    5:23 pm

  14. Great game but what I don’t understand is why they don’t stop everyone just signing in with different names to get more tags. That way the game might last a bit more than 3 minutes each day before someone wins the $10K