Last Friday, McKinney engaged in a bit of strategic “newsjacking” on behalf of client Travelocity, making the most of the phenomenon that is “Shark Week” with a bit of experiential work.
The brand promoted the “How Far Am I from Sharks Right Now” page on social media via its Wandering Gnome spokesperson, who has his own accounts and played a great supporting role in Amelie.
— Travelocity Gnome (@RoamingGnome) August 9, 2014
The page itself promotes the client’s service by asking users to enter their current location and then listing would-be vacation destinations that place them either as far away or as close(!) to the nearest shark grouping as they so choose.