When we were asked to help generate buzz around Gatwick’s great shopping and eateries, we were challenged to build on the nation’s current obsession with talent shows by supporting the launch of “The Gatwick Factor”. For anyone still left in the country who hasn’t had chance to audition in front of Simon Cowell, this was an opportunity to sing their hearts out in an eye-catching, custom-built snowglobe in the airport’s South terminal.
The performances were captured on video and uploaded to a dedicated microsite created by dnx, along with a WAP-enabled, smartphone-optimised version, plus SMS/MMS marketing capability to be really down wit’ da kids. Naturally, the campaign fully embraced social media, with a presence on Twitter, Facebook, Bebo and Digg. As with any talent contest worth its salt, it’s the public who decides the winner, so everyone was invited to go online and vote for their favourite contender.
The activity was timed to coincide with the culmination of 2009’s X Factor, so we were very excited to welcome bright young stars Stacey Solomon, Ollie Murs and Miss Frank to Gatwick to lend their considerable vocal talents.
The contest has now closed, so you won’t be able to thrust yourself into the limelight for now, but it seems that our campaign really did have the X factor, too. The results were exceptional, with over 63,000 visitors to the site during the 11 week period it was live, driven by a fantastic above industry average response rate to our email activity.
Our website isn't vast, but if you'd like to find something quickly, maybe we can help.
Zola's our Rhodesian Ridgeback who cruises our barn from 9 to 5. We fitted her with a webcam to find out what she really gets up to.
See her view of the world at Flickr or follow her on her very own Twitter page.