We helped Orbitz develop a tribute to the power of diversity and inclusion in travel using key LGBT talent to create a standout, award-winning branded entertainment campaign for them across all platforms.
THE POWER OF THE CAMPAIGN
The multi-platform branded content campaign inspired customers everywhere to “come see the great big world” through long-form digital versions promoted by our talent across their social channels for maximum organic exposure, in tandem with shorter :30 and :60 versions that aired on VH1 and LOGO. We also made a custom spot for Facebook with our own version of closed captioning to bring the same level of fun to those scrolling without sound, and the full version was released in theaters, allowing movie-goers to revel briefly in the big, broadway-style musical during the opening trailers.
THE POWER OF CONNECTIONS
As part of the alliances Bark Bark has forged with the world’s leading series creators, we teamed up with Hazy Mills Productions (Grimm, Hollywood Game Night, The History of Comedy) to engineer a concept starring social celebrity/comedian/singer Randy Rainbow in a huge musical number at airport security – part of the travel process in dire need of some escapist fun. From dozens of extras to choreographed dance moves and a huge spread of costumes, this shoot had all the trappings of a big production on a very tight budget.
THE POWER OF INFLUENCERS
Our strategy focused on LGBT talent with massive followings on social media – including guest appearances from writer/comic Margaret Cho, actor/RuPaul’s Drag Race winner Bianca Del Rio, and noted performer (The Tonight Show, Today Show) Miss Richfield 1981 to amplify Randy Rainbow’s popularity on Facebook with million+ fan bases of their own.
CUSTOM LANDING PAGE ON ORBITZ.COM
MEASURING SUCCESS
The views and buzz quickly added up, with dozens of trade writeups and over 500K views in one week to go with a HUGE outpouring of love from fans, resulting in a gigantic celebration dance from Orbitz and a brand new homepage.
