Best Travel Interactive Application

The goal of the Las Vegas Free Will application was to create a viral campaign that went along with the commercials currently running featuring the Angel and Devil personas (created by the traditional agency R&R Partners). This could help drive awareness and promote Las Vegas tourism. The creative is reminiscent of a ouji board, and users can: 1) Create a persona by “Summoning their Inner Devil or Angel” – you can use the photos on the site or upload your own 2) “Divine Your Duds” – let’s you pick a mouth, hair, clothes, headgear (halo, crown, devil horns) etc 3) “Choose a voice” – users can pick from a number of voices, pre-scripted messages or type in their own 4) Send to a friend – the site uses text-to-speech technology to say whatever message the user typed in 5) “Watch and win” – users can watch the commercials and enter to win a trip for 2 to Vegas The LVCVA’s usual target is quite broad, for most of our digital efforts we focus the younger demographic, 24-34. This group is very active on-line, they are very into experiences and leisure travel. They also are using the web as an entertainment vehicle and a networking tool.

Contributors:

CM Green Business Unit:

CRITICAL MASS

Location: USA