Gladeye and Zed Digital Win Q2 Yahoo!Xtra Digital Strategy Award for House of Travel

Yahoo!Xtra today announced Gladeye and Zed Digital as the joint winner of its second quarter Digital Strategy Award for their House of Travel Facebook mixandmatcher campaign.

The judges commended the duo for a cleverly conceived campaign that achieved 17,000 Facebook friends, 279,613 entries, half a million wall posts, 50,000 comments, and thousands of comments posted directly on to the brand’s Facebook page.

“The campaign strategy was extremely relevant to this online platform,which is inherently social and viral.  The viral aspect helped thebrand achieve enormous reach and provided a depth of engagement thatoffline media simply could not offer,” says Laura Maxwell-Hansen,Yahoo!Xtra general manager and one of three judges.

Mixandmatchis a new, online-only brand developed by the House of Travel whichoffers consumers the ability to ‘mix and match’ different airlines tofind the best deal on return flights. 

“Using social media asthe medium for the campaign reinforced the digital nature of the brandand was key to the success of the campaign,” says Maxwell-Hansen.

“Thisstrategy, combined with strong, relevant and genuinely engagingcreative enabled the duo to leverage the inherent strengths of thechannel and generate conversation and excitement around the brand.”

Thecampaign involved an online competition with one of 14 trips up forgrabs for users and two Facebook friends.  Friends and prizes had to be’mix-and-matched’ via a pokey machine like game interface. 

About the Digital Strategy Awards

Launchedin April, the awards focus on the key role media strategy plays in thesuccess of digital campaigns. All quarterly winners are eligible forthe overall Y!X DSA annual prize of $10,000 of media on Y!X plus freeentry into the CAANZ Media Awards Best Use of Digital category. 

Entries for Quarter 3 campaigns close Friday 12 November, 2010.