Adotravel is an online travel agency and touroperator located in The Hague, The Netherlands. The company initially started as a touroperator specialised in offering a wide range of travel packages to various destinations in Turkey.
In the year 2006, the management decided to offer a wider range of holiday destinations. Hence, they expanded their portfolio to include travel packages to Egypt and the Caribbean. Therefore, adotravel decided to give their house style an apt makeover. The efforts resulted in a fresh logo design and a completely new user-friendly website design. The current adotravel logo comprises of coloured circles representing the various holiday destinations that they are offering. The stork in their logo is also very symbolic. As we all know, storks migrate to warmer and dryer regions.
Adotravel has been spending 90% of their marketing budget online in the fields of SEO, SEM, affiliate marketing and e-mail marketing. Having completed their new design, Adotravel was now looking for ways of enhancing brand recognition and building product awareness. The company was also interested in expanding their e-mail marketing database.

The Stork Game

From a marketing perspective, advergames are a tremendously effective vehicle for enhancing brand recognition and creating product awareness.
E-zeppelin developed a topographic game for adotravel that would build their brand and generate valuable leads. Web 2.0 tools were weaved into the game, by incorporating user-generated content. Players were enabled to leave their comments and reviews once they  completed playing the game.
The unique reward system enticed players to visit the top score list continuously, triggering their competitive spirit and inducing them to play the game again.
The relevancy of the game to the products offered by adotravel was very high. The topographic nature of the game made it very relevant. Moreover, players got to test their topographic knowledge in an entertaining way. The game’s relevancy was further enhanced by using a stork to pinpoint the various destinations. This helped build brand recognition for adotravel since the stork is part of their logo.

Results

The game was an enormous success. The game campaign was live in the Netherlands for 3 months. The number of game plays were 75000. The average game play was 12 minutes.