About 16 million people have listened to Adele's theme song for Skyfall, the 23rd James Bond movie. VisitBritain hopes to hang on to the tuxedo coattails of 007's popularity by launching its own spy-themed contest.
Brand42 has whipped up the 'Agent-UK' spy competition located at agentuk.visitbritain.com.
Promoting the contest on the VisitBritain Facebook fan page has helped.
In its first four calendar days, the post was shared 370 times and liked 3,000 times. An option for users to sign in to the contest via Facebook Connect may have helped.
Agent-UK invites people to become agents, solving cryptic clues about "secret Britain" (such as, did you know there are Bond-themed speed boat rides along London's Thames river?). Participants stand the chance of winning a trip to London.
In a somewhat rare touch, the campaign makes it easy to share via Google+ and not merely Facebook and Twitter.
Interestingly, VisitBritain hasn't yet promoted the custom video explaining the contest via YouTube. See the video here:
Yet -- here's a question -- why aren't these campaigns available in multiple languages? Why is it only targeting English-speaking people?