ORBITZ Case Study
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 create a standout branded entertainment campaign for them 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 success!
GOLD TELLY, GOLD ADDY, WEBBY HONOREE, DIGIDAY FINALIST, GOLD & SILVER PROMAXBDA
We worked with our partner Hazy Mills to create a standout branded entertainment campaign for Orbitz across all platforms.
PARTNERSHIP + LOGISTICS
Hazy Mills Productions (Grimm, Hollywood Game Night, The History of Comedy) helped engineer and produce 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. 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.
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. Social influencer/celebrity/comedian/singer Randy Rainbow starred in a huge musical number taking place at airport security – a key part of the travel process in need of some escapist fun.
STRATEGY
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 Rainbow’s popularity on Facebook with million+ fan bases of their own.
ROLLOUT
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. 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.
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.
