Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi neque quam, fringilla quis, pretium quis, accumsan non, quam. Proin quis metus. Integer sit amet justo vel sem accumsan cursus.
Client
Lastminute.com is a highly visible and visited online brand offering inspired ideas and solutions for travel, entertainment and gifts. Popular, effective and reputable, it is fast becoming Europe's leading e-commerce lifestyle planner.
Objective
Renowned as a dynamic, high-impact site with a savvy and demanding online audience of 24 to 45 year olds, Lastminute.com relies on entertaining, quirky, interactive e-marketing solutions to attract, retain and expand its customer base within a highly competitive marketplace. The company is forever searching for new ways to drive more traffic to its site and capture user data, and when KLM and Air France united it was particularly important that the benefits of this new larger network were promoted quickly and memorably across four international markets
Solution
Rising to Lastminute.com's challenge, Pod1 designed a viral microsite with a number of engaging campaigns. The first campaign was a viral Valentine's game called the Perfect Partner, an entertaining idea that invited users to create or discover their ideal date online. As well as steering a high volume of traffic to the website, it also served as an ideal data-capture method. The second campaign was an extremely successful spoof 'Brad & Jen' plain text email suggesting the couple had reunited. As a result of receiving the email and following the link, a vast number of people clicked onto the micro site, thereby illustrating the power of effective content via email. The third campaign directly promoted the new union of KLM and Air France. To accomplish this, Pod1 devised an innovative online game involving a 'paper' aeroplane that flew across the screen, hitting landmarks from the cities that the two airlines flew to. It was a simple method to impart information in a fun and, above all, memorable way.
Result
The campaigns created by Pod1 were an all-out success and demonstrated a very positive return on investment. The virals were responded to on a vast scale, inspiring people to click on the site over 50% more than usual. The nature of the campaigns also encouraged people to tell their friends, which increased clicks to the site and subsequently resulted in more flights being booked.
“A highly talented team that delivered all they said they would – and did with style!”
Lastminute.com
Launch Project
Related Case Studies
More
