PRO Case Study
Case Study: How Travel Channel Effectively Engaged More than 2 Million Facebook Users
by Kimberly SmithCompany: Travel Channel
Contact: Pete Dorogoff, Head of Digital Marketing at Travel Channel
Location: Chevy Chase, MD
Industry: Entertainment, B2C
Annual revenue: Confidential
Number of employees: 135
Quick Read
Imagine a world in which you persuade your customers to kidnap their friends so that you can then convince them it's in their best interest to visit your Web site. Virtually, it's already happening. And turning out quite well.
Travel Channel's Kidnap! Facebook application—a game launched in August 2008—rewards users for "kidnapping" their friends and pushes traffic through to TravelChannel.com by incorporating travel-related content into the game.
The application was designed to spread virally and encourage repeat use, and it has succeed on both fronts, far outperforming the limited amount of paid promotion that was initiated when the application first launched.
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