Context Optional: Social network application development and social media strategy: Facebook Applications, Facebook Pages, Facebook Connect, and the iPhone

Engage Facebook users in an interactive campaign to build brand awareness and drive traffic to TravelChannel.com.

Solution

Create a viral application building on Travel Channel’s unique travel content. Users kidnap friends to exotic locations, and users escape by correctly answering trivia questions (answers can be found on TravelChannel.com).

Result

Within 3 months of launch the application grows to over 2.5M users, making it the most popular branded app on Facebook and a top 10 game. 12M users play the game over the first year.

Users kidnap friends over 250M times – virally spreading the branded game to friends.

Within 3 months the application delivered an order-of-magnitude more engagement than Travel Channel expected as well as 70,000 users to TravelChannel.com every day.