Travel Like Bond

CLIENT:

Orbitz (http://www.orbitz.com) is a leading online travel company that enables travelers to search for and purchase a broad array of travel products, including airline tickets, hotel rooms, rental cars, cruises and vacation packages. Orbitz has become one of the largest online travel sites in the world based on gross travel bookings. On Orbitz, consumers can search more than 80,000 suppliers worldwide including airlines, hotels and car rental companies.

BACKGROUND:

Looking for a way to highlight its international travel offerings, Orbitz secured a partnership with Sony to help promote the latest movie in the James Bond collection - Quantum of Solace.

THE SOLUTION:

15 letters teamed up with Orbitz's promotional agency of record to create a microsite that brought the world of Bond to users for seven weeks, allowing them to experience it as a true insider. The launch of the microsite fell in-line with Sony's efforts to hype the release date of the Quantum of Solace movie. Upon arrival at the site, users registered for the promotion and became a virtual MI-6 counter intelligence agent assisting the one and only James Bond on missions as he tracked an elusive criminal organization around the globe to exotic international destinations. Registered users could enter weekly for the Grand Prize drawing of a Bond-inspired adventure trip to an international destination and play the Secret Agent Destination Challenge daily for a chance to win instant prizes.

The Secret Agent Destination Challenge featured weekly missions that included a brief to explain the user's objective and a mini-game that the user could play. The mini-games tested the consumer's agility, decision-making ability and intelligence - characteristics important for MI-6 agents like Bond himself. If the user was successful in completing the mission, they earned one additional entry into that week's grand-prize drawing. Once they finished the mission, regardless of their success, they found out if they were an instant winner of one of many daily prizes, and given promo codes for discounted travel.

15 letters executed the project from start to finish, including online look and feel, user experience design, game development and design for all seven missions, plus middleware and back-end development. In addition to the creative solution, we also developed tools for delivering opt-in data to Orbitz and Sony, and created a small system so the promotions firm could handle fulfilling instant win prizes in real time.

SUCCESS METRICS

Visitation

How many visits the site receives in terms of both unique & repeat.

Time Spent

Tracks how much time users are spending with the application.

Viral

Tracks how many users share the website with others through the Tell-A-Friend feature as well as tracks visits back from those messages.

Clicks and Conversions

Of course we also track the numbers of clicks to learn more about the use of the promo code coupon recommended as well as the number of actual bookings tracked from the microsite.