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EasyJet uses viral drive to promote online hotel service

by Darren Davidson Brand Republic 08-Mar-07, 14:30

LONDON - EasyJet is rolling out a ninja-themed viral campaign featuring an interactive game to raise awareness of its EasyJetHotels.com service.

The campaign, which was developed by specialist viral agency Rubber Republic, is based around a viral game called The Ningotiators.

It features a ninja character tasked with tying to negotiate the best hotel deals across Europe with a hard-nosed salesman. The players with the biggest savings are ranked in an overall table, allowing them to enter a prize draw at the end of the game.

The campaign has been designed to increase traffic and generate greater awareness of the site. The effectiveness of the campaign will be tracked by viral manager software, developed by Rubber Republic.

Peter Gerstle, EasyJet's new product development manager, said: "This campaign is designed to generate maximum awareness of EasyJetHotels.com in a clever and cost-effective way. To maintain Europe-wide product awareness easyJet always uses innovative marketing strategies and viral marketing is core to this."

Rubber Republic founder and director, Chris Quigley, added: "Viral marketing has matured greatly as a marketing medium. The EasyJet campaign is a strong example of how brands can use viral as a way to drive product awareness in a cost-effective way."

Launched last year, easyJetHotels.com claims to offer reduced-rate accommodation to travellers at more than 25,000 properties around the world from budget to five-star hotels.