Orbitz chooses in-app challenge
over interruptive ads
Orbitz is rewarding users for
posting their best vacation moments in the new mobile application Mibi,
reflecting how marketers are moving away from disruptive advertising and
focusing on enticing consumers with content that interests them.
The travel booking service was
quick to jump to the new app in an attempt to get a leg up on connecting with
consumers in a fun and engaging manner. Through the app users win prizes and
bragging rights by completing various challenges such as losing five pounds in
a certain amount of time or walking the most number of miles prompted by
marketers and peers.
"The mibi app provides a new
and unique way for Orbitz to engage travel enthusiasts through a fun and
competitive challenge," said Andrew Fabian CEO of Mibi. "Challenges
provide an organic way for Orbitz to engage with a key demographic of travelers
who want to share their travel experiences in a social and dynamic manner.
"Competitive challenges
engage broad consumer audience and takes posting of content to a new level by
adding a new purpose to the social sharing experience," he said. "The
challenge forms a micro-community of travelers who are bonded around the Orbitz
brand."
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