#tbt (Throw Back Thursday) is the fourth most popular hashtag on Instagram with millions of posts, many of them sharing nostalgic, favorite travel memories.
In order to promote summer travel and grow Expedia's Instagram followers, Expedia took #tbt literally: Every Thursday, people who tagged their posts with "#ThrowMeBack" were entered to actually be thrown back to the place in their pic to recreate the memory.
We leveraged Expedia's Twitter and Instagram channels, focusing communication on and around Thursdays, to promote the campaign with #ThrowMeBack. Each week, unique content generated engagement and announced and congratulated winners. The web film "Back To Ocean Beach" chronicled the first winner's journey from Washington to San Diego's Ocean Beach to recreate their family photo.
The campaign naturally associated Expedia with an incredibly popular hashtag, ignited organic conversation around summer travel and connected people to their favorite summer memories.