Expedia launches Australia’s largest online gamification project ‘Tag Me If You Can’ via BMF, Carat Syd, DangerMouse, We Are Social and Cre8


TagMeIfYouCan.jpgExpedia has launched one of the largest gamification projects ever achieved in Australia and New Zealand with an online interactive game called, ‘Tag Me If You Can‘.


Expedia collaborated with creative agency BMF, DangerMouse Productions, Carat Sydney, We Are Social, and Cre8 Marketing & Entertainment to create the game – which sees Nathan Jolliffe (The Amazing Race & Celebrity Apprentice) travel to 15 secret destinations around the world.

Aviary tagme-expedia-com-au Picture 3 copy.jpgJolliffe leaves video clues, along with a host of other clues for users to guess and tag his location, to within ten metres, for a chance to win a share of $150,000.


A new game launches every weekday at 11am (AEST) hosted on the game’s online hub and players have until 10am the next day to tag Joliffe. Players can use Facebook and Twitter to get extra clues and tags for the competition, which runs until 20 August.


Tag Me If You Can is supported by TV, online advertising and social media, in addition to promotion across Expedia’s Australian and New Zealand sites.


The campaign aims to increase awareness and interactivity of Expedia’s social media presence and reinforce the brand’s positioning as a travel expert.


Says Georg Ruebensal, managing director Expedia ANZ: “Tag Me if You Can is Australia’s largest gamification project and a great example of how brands can use compelling content and interactivity to drive business performance and growth.”


Says Mike Kerry, concept & executive producer at DangerMouse Productions: “Tag Me was designed to spark the travel bug in a content based game”.


Concept & Executive Producer – Mike Kerry (DMP)

Director of Photography – Cameron Craig (2cFilms)

Associate Producer – Adam Farrow-Palmer

Sponsorship and integration – Carolynne Moore (Cre8)

Content production lead – Whitney Hawthorn (BMF)

Editor / Post production – James Bristow (BMF)

Digital Project Manager – Rachel O’Toole (BMF)

Digital lead – Doug Rathbone (BMF)

Account Director – Jonny Bucknall (BMF)

Strategist – Dan Goodswen (WeAreSocial)

Commercial Director – Rob Wall (Carat)