Orange is kicking off one of its most innovative online marketing campaigns to date.
A virtual race will see users follow personalised balloons across hundreds of sites in a seven-day bid to win a £20,000 VIP trip to Ibiza.
The technically complex project is a bid to engage with online audiences through blogs and social media.
The race will promote Orange's mobile tariffs by inviting users to tag a balloon shaped like its dolphin, panther, canary and racoon brands.
The race launches in three weeks and entrants will be able to track and control their balloon as it travels across the web.
Each site equals one internet mile and the user with the most miles at the end of seven days wins. Players can also get bonus prizes and energy boosts for their balloons.
They can also submit a website to be part of the racecourse, in a bid to extend the game's reach and enable bloggers and site owners to drive traffic to their sites. The race was created by digital agency Poke, which also created Orange's 'Spot the bull' campaign and its Unlimited website.
The campaign comes as Orange unveiled its new marketing strategy, announced yesterday.
http://www.playballoonacy.com/
Source: nma.co.uk
Tuesday, 17 June 2008
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