Extraordinary World Trivia

Adventure World Travel is one of the country’s largest specialist travel providers, but needed to shift from being a travel wholesaler to being a retailer, with a direct-to-consumer only model and no retail presence.

The task was to engage consumers en masse, getting them to understand Adventure World Travel’s skill at planning extraordinary travel experience across the globe and develop a qualified eCRM-based customer list so they could sell directly to them.

Extraordinary World Trivia was a socially-enabled gaming platform that gave players a virtual tour of all 6 continents in AWT’s travel package portfolio. Each question had inspiring content to encourage them to book their next adventure trip with AWT using package deals on the game site.

Extraordinary World Trivia pitted players against each other, creating competitive tension via scores, leaderboards and massive social engagement. Gamers could play on their favourite device anytime and anywhere because this was a fast, furious and highly-socially competitive game that gave 100 bonus points for ‘Liking’ the game via Facebook API.

The strategy was truly mobile-first, with much attention given to performance on low-powered devices. Barriers to entry were removed in the sign-up flow and everyone who played qualified for a $100 cash discount off any travel booking to build AWT’s eCRM customer list. We incentivised continuous game play with the chance to win a $20,000 travel voucher or Canon EOS cameras.