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  • Flight Centre and Sony Pictures — Quantum of Solace
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THE WORK

quantumofsolace-hero-image

THE THINKING

Working with Flight Centre, Sony Pictures and Virgin Atlantic, XCOM created a highly successful viral campaign centred on the chance to travel like James Bond. The campaign integrated together several online digital assets including a rich-media microsite, emails, banner advertising, inbound SMS from in-store posters, and a custom-built viral marketing back-end system.

OBJECTIVES

Flight Centre hoped to exceed 100,000 competition entries and 30,000 new email subscribers. This incredibly successful campaign well and truly surpassed their objectives - more than doubling the expected entries and tripling new subscriptions.

OUTCOMES

203,665 Total Entries
111,108 New Subscribers
Quantum-portfolio1
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Case Study

CLIENT

Flight Centre and Sony Pictures

CAMPAIGN

Quantum of Solace
Total entries: 203,665 Total Email shares: 391,175 forward-to-friend messages sent New Email Subscribers: 111,108
  • Surpassed objectives for new subscribers by over 80,000!
  • More than 391,000 forwarded messages from friends
  • Delivered an exciting and engaging competition through both online and mobile mediums.

SUMMARY

Working with Flight Centre, Sony Pictures and Virgin Atlantic, XCOM created a highly successful viral campaign centred on the chance to travel like James Bond.

The campaign integrated together several online digital assets including a rich-media microsite, emails, banner advertising, inbound SMS from in-store posters, and a custom-built viral marketing back-end system.

OBJECTIVES

  • Deliver to Flight Centre’s online and in-store audiences a competition that is exciting and engaging through both online and mobile mediums
  • Generate content sharing through forward to friend email
  • Deliver more than 200,000 forwarded messages from friends
  • Achieve more than 100,000 competition entries
  • Acquire more than 30,000 new email subscribers

SOLUTION

The campaign used several online digital assets including a microsite/campaign site with streaming video and audio edited by XCOM Media for the campaign. The campaign was supported with email marketing including email re-marketing, banner advertising, inbound SMS from in-store banners, Travel Expo signage and a custom built viral marketing back-end system to increase the campaign’s reach.

CAMPAIGN COMPONENTS:

  • Purpose built campaign site
  • Streaming video of edited QOS trailer footage
  • Voiceover explaining the competition
  • Edited music to work with voice over
  • Purpose built back-end viral engine with triggered email functionality
  • Inbound SMS registration with triggered SMS entry confirmation
  • Viral emails sent from the back-end system from entrants inviting their friends to enter the competition
  • Launch email to Flight Centre subscribers
  • Re-marketing email to non-openers of the launch campaign
  • Online banners on Flight Centre’s website
  • In-store promotional window signage in all Flight Centre Australia stores with an inbound SMS ‘call to action’ to enter
  • Travel Expo signage displayed in exhibition centres with an inbound SMS registration ‘call to action’ to enter
  • Online real-time reporting dashboard for client to monitor results
  • Hosting to sustain high traffic volumes and large amounts of data processing

RESULTS

  • 391,175 forward-to-friend messages sent
  • 203,665 competition entries
  • 111,108 new subscribers
  • 3 very happy winners

Surpassed objectives for new subscribers by over 80,000. Mission accomplished!