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07.02.2005 Viral/Buzz Campaign for lastminute.com
Pod1 web design agency London UK has created and launched 2 viral campaigns for lastminute.com. The site offers gifts for Valentine's Day but is known more for their holidays and short breaks. The first campaign involved a spoof news story about Brad and Jen patching up their differences and getting back together, a particularly relevant topic to attract a female audience. The campaign was promoted over the iPoints network using a plain text email (in keeping with the theme) and generated over 38% click through rates. The recipients were given a link to read the full story, but when the page loads it becomes apparent it is an 'amateur' site about an ordinary couple who simply share their names with the celebrity pair. The second campaign was a Flash game allowing the player to build their very own partner to share the holiday with. They first get to choose how their partner should look and then what their personality traits should be. Running in the background is a program that stores a sentence fragment from each selection, bringing them together at the very end to build a personal story. There are over 500,000 possible combinations.« Back to News
