Following on from the smart creativity of their last campaign – Pin Me If You Can (mentioned here), Contiki have only gone and done it again… but this time the search is on in Europe.
This Way To Amazing utilises the same game-play principals as Pin Me, but this time you have to track down the physical location of 4 travellers on their European vacation. Locational clues are time released in the shape of micro movies, making the whole experience pretty sticky, and once fixed in you used Google Maps and a Street View mashup to pin them down.
The whole gamification of the experience is heightened by the clever Facebook connection, bringing a useful social dimension to the campaign. And like the last version The Way simply feels smart.
It certainly worked last time and the experience is in no way diminished this time round. It’s a great idea well delivered.
