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.”
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)