DMC is helping Cheapflights to add a new dimension to their leading travel portal this autumn with viral and photoshopping mechanics …

We’ve conceived and produced a new online viral marketing promotion for Cheapflights.co.uk that combines a content-generating photo and caption competition with a viral mechanic - and capitalises on the growing digital photography and photoshopping phenomena.

Our research into the most popular online viral material found images to be one of the top three content types that people enjoy viewing and passing around. We’ve also been involved in the rising popularity of online ‘photoshopping’ i.e. users editing digital images to make them more funny or shocking. Looking at these trends and at Cheapflights.co.uk’s business gave rise to the whole promotion, from the technology that automates the competition to the viral activity that helps drive visitors to the portal.

The promotion generates humorous digital content by encouraging visitors to enter their holiday and travel-related photos - photoshopped or ‘au naturel’ - into a weekly competition. It also invites visitors to add captions to the Top 10 photos. The incentives are weekly prizes of pairs of Air France flight tickets to various exotic destinations, plus a grand prize awarded at the beginning of November of a luxury Caribbean holiday.

Cheapflights.co.uk had over 1 million unique visitors in July. The promotion not only generates humorous content, but also uses some of the more compelling content as material for the auxiliary viral activity on blogs and other viral seed routes, helping to drive even more visitors to the portal.

David Soskin, Chief Executive Officer of Cheapflights.co.uk, said:

Cheapflights.co.uk is delighted to be working with DMC, the leading online viral marketing specialists, on this two-month project. This is the first time we have ever used a company like DMC and it reflects the importance we place on being at the forefront of online travel services.

If you would like to find out more about the campaign or would like to know more about our connected marketing services, please contact us