RAPP - Travel Channel, "Kidnap!"
Travel Channel, “Kidnap!”
Finalist Social: Advertisement as App
To build a younger audience and drive traffic to TravelChannel.com, the cable network knew it had to do anything but use traditional marketing to reach its target demographic. The result was its travel-themed Kidnap! app for Facebook which challenges users to "kidnap" their friends to their favorite hideout city using a variety of methods. To escape and kidnap their own friends, players have to answer a travel trivia question. Kidnap! became the top-branded app on Facebook and to date has amassed 2 million users, two-thirds of which are aged 18 to 35. By incorporating TravelChannel.com into game play, the company also boosted brand exposure and site traffic.
RAPP: Camilo LaCruz, Colin Glaum, Executive Creative Directors; Tina Antonion, Ben Kirkendall, Art Directors; Dan Brill, Peter Fleming, Copywriters; Rich Whalen, Interactive Creative Director; Meg Smith, Client Service.