Company: 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.

Within the first six weeks of launch, the game registered 225,521 monthly active users and 23,034 daily active users; 1,711,300 sent kidnap requests; and a 28% lift in traffic to TravelChannel.com. Since then, usage has grown to a whopping 2.4+ million players and an average of more than 1.1 million daily engagements.

"The play is amazing," said Pete Dorogoff, Head of Digital Marketing for Travel Channel, who also emphasized the cable network's achievement in using social media to reach substantial mass volume and appeal.

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ABOUT THE AUTHOR

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.