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In 2013, I Mean It / Iconisus consortium won the tender of the Turkish Republic, Ministry of Culture and Tourism for the sixth time in a row. Our task was to promote Turkey in North America.

Aside from using print media, outdoors and digital media, we created a gamification-inspired viral campaign in which “winning a free trip to Turkey” was the award.

The mechanism was simple: The participants would log on to the campaign’s microsite, where they would be shown three of our actual ads, minus the descriptive copy. Their job would be to guess where those locations were. The ones who guessed right would enter the sweepstakes.

The campaign was a massive success. By using a simple yet effective mechanism, we made it possible for the contest to spread virally. Moreover, the edutainment aspect of the campaign allowed the contestants to learn more about Turkey while having fun.  All in all, within weeks, almost fifty thousand Americans joined the fun contest, and shared their contact information, creating an invaluable database for Tourism Turkey.

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