What Drove Expedia’s Facebook Fans Past 1M?

Online travel site Expedia saw its Facebook presence travel upward like a spacecraft as a result of its FriendTrips game on the social network.

Online travel site Expedia saw its Facebook presence travel upward like a spacecraft as a result of its FriendTrips game on the social network.

Interactive sweepstakes FriendTrips allowed Expedia’s Facebook fans to pilot a virtual plane and fill it with their friends, offering vacation prizes to the winners. It was supported on Expedia.com and its partner sites, as well as on the social network via sponsored stories and ads.

Expedia said FriendTrips skyrocketed it past the one million fan mark, with fans rising 750 percent during the six-week campaign, and mentions of the travel company up by 15-30 times. The cost per fan was also lowered by 400 percent, and more than one-half of its ad clicks were social, originating from ads that contained social endorsements.

The FriendTrips campaign was managed by Efficient Frontier and Context Optional.

Readers: Would you become a fan of a Facebook page in order to participate in a sweepstakes or some other contest?