February 2009
Viral video advertising agency, KetaKeta, has released a innovative viral video series for the promotion of LastMinuteTravel’s ‘World For $1’ campaign.
Since the launch, over 2,000 people have won $1-a-night premier hotel stays in over 230 destinations.
"There has been so much buzz around this campaign, we find it hard to keep track," says Gil Lavie, KetaKeta's CEO.
"The direct traffic to the site has increased tremendously in ways that I have not witnessed in my 20 years of marketing experience. The growth in the number of referring sites is even more impressive. We have even witnessed people using robotic traffic, which is obviously blocked since it's strictly against the campaign guidelines."
However, more than just generating buzz and traffic, the campaign seems to be breaking new grounds. The campaign has organically sparked up what seems to be the world's first and largest silent chat room.
The rules are simple: No chatting unless you are announcing the start of the promo.
The number of people in the silent chat room has been on the rise and at one point, there were over 1,800 people in it at the same time.
"One of the chatters has contacted Guinness World Records and the response was favorable," said Yariv Carni, VP Marketing at KetaKeta.
"Once Guinness opens the new category, 1,000 people staying silent for 5 hours straight will suffice to set a world record based on the criteria that Guinness provided," Yariv continues.
"The World for $1 campaign is intended for individual participants," said Gil, "but we are also seeing a lot of forums and blogs that are trying to pull in their efforts and to provide clues to one another. I don't think this will help them too much since each participant is likely to encounter the event at a different time. However, the fact that the campaign may result in a Guinness World Record is reinforcing, to say the least."
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