Expedia Promotes #VanGogh2015 With Free Trips To Holland Using Twitter’s Flock To Unlock

In celebration of the 125th anniversary of Vincent Van Gogh’s death and to promote Holland as a holiday destination, Expedia, in partnership with Netherlands Board of Tourism & Conventions, is using Twitter’s Flock to Unlock feature. The effort is targeted to those living in Germany, France and the United Kingdom.

Flock to Unlock gives marketers a way to incentivize people to tweet with a certain hashtag or retweet their posts, counting the number of posts until a certain numeric goal is reached and the reward is unlocked.

Tweets from the  @ExpediaUK, @ExpediaFR and @ExpediaDE Twitter accounts, as well as display ads, will send people to special landing pages on Expedia points of sale where customers can use the Flock to Unlock widget to tweet and retweet.

Each week of the campaign will feature a different Van Gogh painting and Tweet target, and the landing pages will use Twitter’s data visualization capabilities to display engagement and unlocking progress in real time. You can see one of the pages here.

Visitors to these pages simply click the tweet button and a tweet is auto-filled with the campaign hashtag #VanGogh2015. As tweets are sent, brush strokes on the landing pages will slowly reveal a Van Gogh work of art.

Once the weekly tweet target is reached, all participants are entered to win a trip for two to Holland, and the tweet counter will reset.

The brand is hyping the promotion on each of the three country’s Expedia Twitter and Facebook pages along with blog posts and online ads.

To celebrate Van Gogh's life, we're giving away a trip to Holland! RT for a chance to win #VanGogh2015 http://t.co/0XkYys4tC5

— Expedia.co.uk (@ExpediaUK) March 2, 2015

The Van Gogh Europe Foundation has its own Twitter page and is promoting the campaign, as well.

To celebrate #VanGogh2015, @ExpediaUK are giving away a trip to Holland! RT for a chance to win http://t.co/mqJH03xsFd

— VanGogh2015 (@VanGogh2015) March 2, 2015

Expedia Media Solutions, the advertising division of Expedia, is handling the campaign.