Galeon Viajes Print TWITPOKER by Y&R Bogota

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TWITPOKER

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Industry Travel Agencies, Tour Operators & Travel Services
Media Print, Magazine & Newspaper
Market Colombia
Agency Y&R Bogota
Creative Director Ricardo Uribe, Julian Nuñez
Art Director Alejandro Narvaez, Paola Avellaneda, Andres Bolivar
Copywriter Sebastián Salazar, Sebastián Sanchez
Producer Chilaut
Released February 2012

Credits & Description

Category: Best Use of Games
Advertiser: VIAJES GALEÓN
Product/Service: VIAJES GALEÓN / TRAVELS
Agency: Y&R COLOMBIA
Chief Creative: Mauricio Rocha (Y&R Colombia)
General Creative Director: Julian Jaramillo (Y&R Colombia)
General Creative Director: Tito Chamorro (Y&R Colombia)
General Creative Director: Victor Osorio (Y&R Colombia)
Creative Director: Ricardo Uribe (Y&R Colombia)
Creative Director: Julian Nuñez (Y&R Colombia)
Copywriter: Sebastián Sánchez (Y&R Colombia)
Copywriter: Sebastián Salazar (Y&R Colombia)
Art Director: Alejandro Narvaez (Y&R Colombia)
Art Director: Paola Avellaneda (Y&R Colombia)
Art Director: Andres Bolivar (Y&R Colombia)
Producer: Chilaut (Chilaut)
Media placement: Digital - Twitter - 02/02/2012

Describe the objective of the promotion.
Activate the Galeon Travel Twitter account, and give away an all-expenses paid trip to Las Vegas, Nevada.

Describe how the promotion developed from concept to implementation.
In order to activate Galeon Travel´s Twitter account we created the first poker game in which more than 27,000 people played together at a single table.

Twitpoker:

A poker game in which 5 of the best twitter users in Colombia played the first ever poker game where instead of money, players bet their followers. Using twit-cams we live-streamed each player's card game, this way their followers could simultaneously help them play each hand. The winner would add more than 180,000 followers to his Twitter account, and one lucky follower would win an all-expenses-paid trip to Las Vegas.

Explain why the method of promotion was most relevant to the product or service.
In order to win, followers had to follow Galeon Viajes on twitter, and use our hash tag #twitpoker to be part of the game. We were able to position @galeonviajes and #twitpoker as a trending topic the same day that president Obama and pop diva Shakira were leading Twitter´s conversation during this year´s Summit of the Americas.

Being the sole sponsor of the event, the brand became relevant in a space which it virtually did not exist before. Activating an essential marketing channel in today´s travel & business sector.

Describe the success of the promotion with both client and consumer including some quantifiable results.
1,524,627 impressions of @galeonviajes on Twitter in a single day.

More than 12,000 people watched the live broadcast.

A captive audience of 221,474 people in less than 2 hours.

Viajes Galeón´s Twitter account ballooned by 1,467%.

We were able to position @galeonviajes and #twitpoker as a trending topic the same day that president Obama and pop diva Shakira were leading Twitter´s conversation during this year´s Summit of the Americas.