Choosing viral: Balloon Race campaign based on interactive competition
Do you dare to go viral?
Travel Smart is an innovative online travel agency. The viral campaign we designed for them is aimed at increasing brand awareness among young people. But how to get there with a limited budget? By demonstrating courage, and by investing in the development of a viral campaign that harbors the potential to reach a vast audience.
Whether a campaign goes viral, however, will always remain a risk. When you purchase advertisement space, you are certain to reap a particular number of views. In this scenario, the downside of a small budget is that your campaign’s scope will always be limited.
How does the viral campaign work?
By converting a traditional balloon competition to the world of Google maps, we developed a unique online campaign. Real-time wind directions and speeds determine the course of your balloon. The balloon that lands closest to the destination of Travel Smart, wins a trip to that very destination.
Engaging in the balloon race experience
Everybody participated in a balloon race at one point or another. The excitement of a balloon that takes off and sets out to faraway places, is the feeling we want to trigger in participants with the online version. People immediately understand the concept – it directly evokes the right emotions. Everything came together when we linked this to Travel Smart’s adventurous travel offer.
Viral power thanks to smart link with Facebook
To participate in the balloon race, you are required to log in with your Facebook account. We collect your picture, and lightheartedly attach it to your balloon. The launch of your balloon is automatically shared with your Facebook friends. They are eager to learn more, and join in the party themselves. Once your balloon landed, you update your Facebook friends about the distance it crossed – again creating campaign exposure. Considering the fact that the average person in the Netherlands has 135 friends on Facebook, your potential reach is enormous.
The reproduction rate of more than one
In case of a reproduction rate of 0.7, of every 100 participants 70 will successfully share the campaign with others, who in turn generate 49 new participants. And so on. A campaign’s kick-off with 100 participants and a reproduction rate of 0.7, will result in the participation of about 333 people. If you design an extremely viral campaign, your reproduction rate may well be as high as 4 at the start. If, in this case, you start with 500 participants, you’ll easily reach more than 1.6 million people. Paramount is to facilitate sharing as much as possible, as well as the elimination of barriers that would prevent participation.