Alpitour World SpA, Italian tour operating leader. Its brand Karambola addresses a young, informal and dynamic traveler.
In its third edition, the initiative curated by Alpitour Group in collaboration with Sixeleven became an open to the public competition.
The goals? To increase the Karambola brand awareness, to grow the Karambola Facebook Fan Page likes and select the new faces for the catalogs covers of the brand.
The recruitment took place through two channels, the Web and the Tour. In the first case, users could sign up by creating a profile on the dedicated website. As for the Tour section, we planned an intense street marketing activity that reached 5 Italian cities and let us to approach the consumers in a more direct and effective way.
The interviews and the images collected during the evenings have become an online activity report, and the backstage videos uploaded to the Facce da Karambola site have been massively shared on Facebook and YouTube.
The social attitude of the activity and the viral spread of content, along with a print and a web marketing campaigns, showed highly exciting results: 210,000 visits to the site, 4,500 enrolled to the competition, 4,000 + fans on Karambola Facebook page since the start-up of the activity.