Expedia, Inc. experiments in online gaming
In June 2013, Expedia launched Around the World in 100 Days, an online game developed to raise consumer awareness of its rewards program. Current and new members of Expedia Rewards could play this 15-week game and earn up to one million additional rewards points.
Expedia Rewards is a loyalty program that enables customers to earn points for travel booked through Expedia. In addition, members of the program are eligible for hotel amenities and upgrades at more than 1,300 hotels, price guarantees and exclusive offers.
The Game: Around the World in 100 Days:
-Referring a friend
-Answering travel trivia
Julius Lai, senior director of loyalty marketing at Expedia explains, “It’s hopefully a fun way to learn more about Expedia and also to learn more about the destinations that are featured.”
Resources: Brandchannel.com; Loyalty360.org
Expedia Rewards is a loyalty program that enables customers to earn points for travel booked through Expedia. In addition, members of the program are eligible for hotel amenities and upgrades at more than 1,300 hotels, price guarantees and exclusive offers.
The Game: Around the World in 100 Days:
- Participants selected a travel persona/avatar: City Slicker, Escape Artist, Adventure Addict, or Culture Buff
- Players then take a virtual journey heading to such places as Las Vegas, Honolulu, Rio de Janeiro, Hong Kong, Sydney among others.
- Users obtained virtual currency to ‘fund’ their avatar’s journey by:
-Referring a friend
-Answering travel trivia
- Players received postcard-style emails from their avatars describing their adventures with links to learn more about these locations.
- Players then earned Expedia Rewards points based on the amount of virtual currency they earned from playing the game.
Julius Lai, senior director of loyalty marketing at Expedia explains, “It’s hopefully a fun way to learn more about Expedia and also to learn more about the destinations that are featured.”
Resources: Brandchannel.com; Loyalty360.org