Trotamundos

With rich photographs and a simple but interactive user interface, Friend2Friend created an app that relaunched the Trotamundos travel guides and crowdsourced a list of 100 places to go before you die that will be published in an upcoming book.

Background

In Spain, the Trotamundos line of travel guides were highly popular with backpackers and youth at one time, but fell out of favor as they became outdated. Publishing house Anaya bought the Trotamundos franchise and invested in updating and relaunching the books. Because the demographic Anaya was targeting matched extremely well with the demographic on Facebook, Friend2Friend recommended a Facebook application centered around the theme of places to visit before you die.

Objectives

1. Recapture the brand equity once held by the Trotamundos travel guides
2. Create awareness of the Trotamundos line with a new generation of youth and backpackers
3. Associate the Trotamundos brand with exciting travel to exotic places
4. Generate user participation to crowdsource the top 100 places to visit in your lifetime

Results

Friend2Friend created an application inviting Facebook users in Spain to submit 3 places they want to go before they die. The app provided high quality photographs for participants to choose from, creating rich visuals for the ranking of destinations and for the newsfeeds generated by participants. Ranking and detail pages gave easy access to see who had voted for various locations and the reasons for their choice. Participants were entered in a drawing for daily guidebooks and a trip for two to a surprise destination.

With the voting over, the winner is — Australia! This fun application and contest, which generated 13,000 submissions and 4,000 fans for Trotamundos, is now material for Anaya’s next Trotamundos travel guide, “100 Places to Visit Before You Die”. With hundreds of votes and comments for the top destinations, both Anaya and the participants could read pages of interesting comments about the top travel destinations.