Name of company entering:
Rapp

Name of contact: 
Meg Whalen

Email address of contact:

Phone number:
212-817-6866 

Alternate phone number:
212-817-6800


 



The live page is here.





Launched in February of 1987, the Travel Channel is the only television network devoted exclusively to travel entertainment. The Travel Channel is a dedicated and trusted window on the world, bringing knowledge, insight and information to a community of people who want to experience their world and satisfy their curiosity.

Kidnap!SM is a Facebook application conceived by Rapp (formerly Rapp Collins Worldwide) for Travel Channel.  It is part of a broader Travel Channel online loyalty program. The game challenges users to kidnap their friends to their favorite international hideout city using a variety of “methods” such as “Eight ball in the Sock” or “Faulty Human Slingshot.”  To escape from the hideout city and begin kidnapping their friends, kidnapped players must answer a trivia question related to that city.
 
Players earn points for answering questions correctly, and advance levels and gain access to new methods when they successfully kidnap a certain number of their friends.  A leaderboard shows the top players and other game stats.

In the 6 weeks after launch:

  • 1,711,300 Kidnap Requests Sent  
  • 225,521 Monthly Active Users
  • 23,034 Daily Active Users

Drive traffic to TravelChannel.com; encourage deeper engagement:

  • “Cheat Sheet” contains link to right answer on TravelChannel.com; exposes players to site content and multimedia
  • Scoring system penalizes wrong answers; players learn to rely on site
  • New methods awarded on level-up and daily limits that slow level advancement to motivate play over longer periods
  • RESULT: Site visits increased 28%, page views up 38%

Attract younger audience:

  • Travel Channel wishes to reach 26-35 demographic in order to grow a brand whose average TV viewer age has been increasing
  • RESULT: 2/3 of players age 18-35; 36% are 26-35

Build brand loyalty:

  • Kidnap! begins unbranded to maximize adoption (audience resistant to overt marketing); connection to Travel Channel not felt until engaged
  • Players become Travel Channel advocates as they kidnap friends
  • Positive experience with TravelChannel.com because it helps players succeed
  • RESULT: 54% of invites to play accepted; 5th most popular “Travel” application