Recently Expedia Australia and New Zealand launched their Summer Sale with customizable ‘Boastcards’. The cards encourage users to share their travel ‘Stories Worth Telling’ on and offline.
With the Expedia Facebook page as the platform, fans were able to customize their cards by choosing from eight design themes and applying their own text/images. Once complete, the card was posted on the users wall to share with their social networks. In addition, the first 1,000 cards created were printed and sent to a friend nominated by the user. To complete the personalized experience, Expedia then displayed deals specific to the location the images were from and shared other ‘Boastcards’ from the same region.
By taking the campaign offline and sending cards directly to the friend’s of users, Expedia increased the number of conversations and buzz surrounding the campaign. A recent study in the UK showed the majority of conversations happen offline, with 83% occurring among family and friends. Expedia’s offline extension increased the reach of the campaign, generating more conversations and buzz surrounding the Summer Sale.
The ‘Boastcard’ was a fun and personal way for fans to interact with the brand. By tapping into personal travel experiences Expedia established themselves as the go-to source for ‘Stories Worth Telling’. The personalized cards provided users with a personal incentive for sharing and building grassroots WoM.