Cheapflights (flight search website) is market leader in the UK, US, Canada, South Africa, Australia and New Zealand, generating over £2 billion in global downstream revenue for its partners as it expands into numerous other territories. Over 120 million users visit its websites and apps each year, receiving more than two billion search results a month from across 900,000 routes. As part of their expansion strategy they continuously strive to reach potential consumers across a variety of platforms, and always by focusing on their core message; ‘Smart Search. Made Simple’.
Being an active brand on social media and a brand that is known for giving their potential consumers a way to interact with the brand via their communication Cheapflights was looking for a digital creative solution that could market key destinations in an interesting and engaging way putting a search element into play.
The objectives for the campaigns was to increase the number of newsletter sign-ups with 30% and gain a share rate for the project at 25%.
The interactive game used incredible WebGL graphics and real time flight search data to bring life to this spinning globe. To start the game users had to spin the visually stunning globe to land on one out of five destinations. Each destination was carefully crafted using polygon graphics and animations and with strong references to the actual landmarks of the destination. Within the given time it was up to the user to collect Cheapflights coins to participate in the competition for winning flight tickets. Once you had visited one city you could spin the globe for a second, third, fourth and fifth turn.
The project was live from August 11th – September 26th, 2016. During the campaign, we gained a total number +149.000 entries to “Spin the Globe” where 49.000 of these were unique, showcasing that not only could we generate relevant traffic – people also re-visited the site to get more inspired to travel. The gamification element showed out to be a significant engagement force in the campaign, making people take an average of 3,04 spins on every visit! This clearly show that the campaign platform succeeded in engaging and entertaining people. In addition to this 40% of all unique entries shared their traveling result on their private social media profiles making a significant organic outreach of +6 million impressions. Last but not least of the total number of entries impressive 66% signed up for the newsletter – an all time high a cross campaigns for Cheapflights – emphasizing that Spin the Globe not only entertained and engaged people, but let people hunger for more.