By June 16, 2008

Orange Launch Balloon Race Across The Internet

image • Launch of world’s first balloon race competition across the internet to mark the introduction of Animal packages on Pay As You Go
• 1,500 websites including Yahoo & The Sun Online join the Orange Balloon Race
• Luxury holiday in Ibiza worth £18.5k for the winner of the race

image London, 16th June 2008: Orange today announced that it will launch the world’s first ever balloon race across the internet, as part of the new Pay As You Go Animals marketing campaign. The one week Orange Balloon Race will challenge people to fly their own personalised balloon across a network of over 1,500 selected websites including Yahoo and The Sun. Over 13,000 people have already signed up for the race. The contestant who travels the furthest distance during the race will win a luxury seven night holiday for themselves and seven friends in Ibiza.

The Orange Animals Pay As You Go marketing campaign began in May 2008 and uses Orange Animal shaped balloons to represent the packages available, based on different types of consumer behaviour.

Contestants all begin from the same starting point – the Balloon Race home page – then in an exciting new digital experience, race their balloons across a series of familiar websites, boosting their balloon as they go along to make it travel faster. Participants will be able to choose their own Orange animal balloon, with the opportunity to name their balloon and add a personal message to get friends to give them a boost.

The balloon is powered by user-friendly controls that pop-up on screen and players can track their balloon as the race progresses. Players will also be able to enlist the help of friends to boost their balloons including tools built for social networking sites including Bebo, Facebook and MySpace.

The race, which marks a world’s first, reinforces the commitment by Orange in the digital space, which in the past year has had huge success with campaigns like Spot The Bull and Good Things Should Never End.

The Orange Balloon Race, designed and delivered by Poke and i-level, will run from 23rd to 30th June. For information and to register for the Orange Balloon Race, please go to Over 100,000 people have already visited the website.

Spencer McHugh, Head of Digital and Direct Marketing, Orange UK said: “More and more the digital space is becoming an important way for us to engage with our target audiences. The Orange Balloon Race is an exciting and innovative way to raise awareness of our new Pay As You Go Animal packages, while giving our customers a fun and interactive experience with the Orange brand.”

Iain Tait, Creative Director, Poke London said: “The idea of floating thousands of balloons across the Internet got everyone at Poke massively fired-up. We’ve loved turning hundreds of sites into a huge playing field for what promises to be an awesome race (with an amazing prize."

via Orange

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