Our Work
FedEx Launch a Package
Background
In November of 2007, FedEx launched an online campaign called “Launch a Package,” which allowed people to send digital files to friends in a virtual FedEx box. The microsite (www.launchapackage.com) evolved from an interactive banner ad that invited uses to pull back a slingshot and launch a virtual package via email. In April 2008, Atmosphere BBDO — FedEx’s digital agency — tasked Buddy Media with developing the Launch a Package microsite as a social media application for Facebook.
Objectives
- Leverage pre-existing FedEx Launch a Package microsite to Facebook
- Increase capabilities of FedEx Launch a Package by adding functionality for virtual gifting and media embedding
- Drive unique installs to FedEx Launch a Package in four days through Buddy Media Ad Network
Solution
Buddy Media worked with Atmosphere BBDO to transfer the basic functionality and UI from the FedEx microsite to the Facebook social network. In order to drive increased social exchange of the Facebook application, Buddy Media added viral hooks to the initial microsite application, which was designed primarily as a document delivery tool. Buddy Media added the ability to do virtual gifting, as well as the ability to embed audio and video files into the virtual Fed Ex Package.
Once the application was ready for launch, Buddy Media had the daunting task of driving users to the application. Through the existing community of more than nine million Buddy Media application users, Buddy Media overdelivered the install goal. In addition, the viral nature of the application led to rapid dispersal across the social graph.
