Orbitz launches Facebook sweepstakes campaign

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Online travel company Orbitz Worldwide has launched a Facebook sweepstakes to increase consumer participation on its Facebook fan page. Orbitz worked with AOR BBDO and social media agency Socialbomb to create the “Orbitz 50 Faves” sweepstakes.

The company will give consumers the opportunity to win 50 vacations valued at up to $15,000 apiece. Consumers can enter for the chance to win five vacation packages, and they will receive one extra opportunity every day for each friend who plays the game. If a consumer has more than 10 friends participating in the program, he will have access to exclusive vacation packages.

Participants must let Facebook access basic information, including name, profile picture, gender, networks, user ID, a list of friends and other information. Entrants also agree to allow Orbitz to email them directly.

“We'll be remarketing to consumers through Facebook,” said Marie LaPlante, senior director of brand marketing at Orbitz. Consumer email addresses will not immediately go into the Orbitz email database, but LaPlante said the company will “in the future” look for additional ways “to mesh what's happening on Facebook with other channels.”

Vacation packages include trips to Dubai, Cape Town and Hawaii. The company will hold a random drawing at the end of the game to determine the winners.

Consumers can earn bids by tweeting about the promotion, but they must ultimately “like” the Orbitz Facebook page to play.

“We decided this was a simple idea that would resonate well with consumers and would keep them engaged,” said LaPlante. “It will keep them coming back to the page everyday.”

Orbitz will award 50 players 50 bonus points every day.

BBDO handled artwork, while Socialbomb did development work for the initiative. The campaign's budget was undisclosed.

The company will promote the campaign through email, its website, social media and Facebook advertising, said LaPlante. The effort will run through September 18.
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