MTV has teamed up with Flight Centre to create #openmyworld, a bespoke digital destination designed as a part of Flight Centre’s Early Bird Campaign.
The aim of #openmyworld is to create ‘FOMO’ (fear of missing out) for young travellers, by utilising the powers of social media influencers, and offering a stimulating viewing experience housed on the MTV website.
The campaign features 2014 Big Brother contestants and social media influencers Jake Richardson (76.1k Instagram followers) and Lisa Clark (96.2k Instagram followers). MTV produced content in Croatia, Paris and Rome utilising Flight Centre’s touring companies Top Deck, Busabout and Contiki Tours. The second video titled Jake Richardson & Lisa Clark Create Fomo in Paris, launched on the website today and can be viewed here.
Jake and Lisa promoted their journey via daily social posts to their thousands of fans, to motivate their audience to book a European holiday and create hype and awareness around the three month Early Bird Flight Centre campaign. Thirty second spots have also been placed on air across MTV, MTV Music and MTV Dance, and staggered European articles have been published online to further inspire the audience and drive additional traffic to the page.
The first video titled ‘This seriously hot couple partying in Croatia will make you pass out from FOMO’ can currently be viewed here.
The campaign has come as a result of the year-on-year increase for mtv.com.au in both page views, which are up by 343 per cent, and unique visitors which are up 293 per cent.in creating innovative programming for young people. MTV reflects and creates pop culture with its award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), one of the world’s leading creators of programming and content across all platforms.
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