Wing It, YEAH!
Booking.com celebrates summer holidays with a custom, funny, vacation GIFs collaboration with its most engaged travelers on social media.
Funny Vacation GIFs Celebrating Summer
Booking.com celebrated spontaneous travel by inviting consumers to submit pics of their summer adventures – turning their favorites into animated vacation GIFs. Participants competed by hash-tagging a pic #WingItYeah on Twitter or Instagram, or submitting on the Booking.com Facebook page. This initiative acted as the grand finale to their integrated summer campaign, giving travelers the ultimate “bragging rights” asset.
Collaborating with digital artists Cari Vander Yacht, Chris Timmons, Justin Gammon, and James Kerr over 8-days, Booking.com and Wieden + Kennedy created a series of GIFs. Each day of photo submissions was reviewed, favorites chosen, then animated and publicized within hours – essentially creating live animations immortalizing travelers exemplifying the “best of summer” in silly, light-hearted, clever, and downright weird animated GIFs.
Client
Booking.com
Agency
Animator (for content featured here)
Justin Gammon
Photography
Fan Submissions
The #wingityeah social engagement drove over 2,500 photo entries within a 7-day period.
#wingityeah social engagement observed 25,000 fan engagements, recruited 40,000 new users, reached 6.4m unique people on Facebook alone and drove over half a million people to the summer campaign hub.
During the #wingityeah social activation period 91 ‘summer winning’ photos were turned into personalized vacation GIFs and shared back with the owner via social media.
The vacation GIFs collectively received 16.4m views.
#Wingityeah social engagement observed 25,000 fan engagements, recruited 40,000 new users, reached 6.4m unique people on Facebook alone and drove over half a million people to the summer campaign hub, all with the help of quirky vacation GIFs.
Results:
- The #wingityeah social engagement drove over 2,500 photo entries within a 7-day period.
- During the #wingityeah social activation period 91 ‘summer winning’ photos were turned into personalized GIFs and shared back with the owner via social media.
- #wingityeah social engagement observed 25,000 fan engagements, recruited 40,000 new, reached 6.4m unique people on Facebook alone and drove over half a million people to the summer campaign hub.
- The GIFs collectively received 16.4m views.
