We worked with our partner Hazy Mills to create a standout branded entertainment campaign for Orbitz across all platforms.
As part of the alliances Bark Bark has forged with the world’s leading series creators, our collaboration with Orbitz – an original, Broadway musical-style score – had huge ambitions and even bigger goals! Orbitz approached us to develop a tribute to the power of inclusion and diversity in travel, so we took a fresh approach using key talent to expand their universe, creatively, to deliver even more humor, more story, more talent and more reach to specific, targeted audiences.
Hazy Mills Productions (Grimm, Hollywood Game Night, The History of Comedy) helped engineer a concept starring social celebrity/comedian/singer Randy Rainbow in a huge musical number taking place at airport security – a key part of the travel process in need of some escapist fun. Our strategy focused on talent with massive followings on different social platforms in our demo – 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’s popularity on Facebook with million+ fan bases of their own.
This 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. The views and buzz quickly added up, with dozens of trade writeups (ADWEEK, PromaxBDA, BizJournal) and over 600K 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.
“Orbitz was a truly amazing partner on this project. When we suggested a bold all-media content campaign where travel is the cure to what ails you, they totally got it. Orbitz’ marketing team supported us all the way with a clear vision of message and a dedication to delivering something truly original that speaks to the brand’s core value,” says Brian Tolleson, Head of Content and Managing Partner at BARK BARK.
“We are in the television content business, and were giddy to try our hand at working with a brand. With Orbitz and BARK BARK, the only thing we were limited by was how creative we could all become,” explains Todd Milliner, President of Hazy Mills Productions. “We hope watching our short musical is as much fun as it was to make.”
