the Scoot-Away

Travel-themed bucket list microsite (SNITCH)

 

To encourage the spirit of a ‘You-Only-Live-Once’ mindset, we recommend developing a dedicated microsite that allows the creating, sharing and implementation of travel bucket list ideas. This ancillary social media platform helps build an online community of spontaneous and like-minded users— all of them advocates of Scootitude.

 

The microsite boasts an intuitive, content-driven and highly visual platform, reminiscent of Pinterest’s web interface, featuring infinite scrolling pin boards. The site content features both user-generated content and Scoot’s curated content. Content ideas include things to do at a particular destination, including top attractions and activities in those locations.

 

As a specific destination gains more likes and traction, those with top hits within a specified time frame become deals of the month promotions for Scoot. It is in this platform where users can create conversations around travel ideas and organise trips. Users can also create and adopt other users’ travel bucket lists in this platform. The microsite will be integrated with the main Scoot website, similarly accessible via our dedicated phone app.

 

The microsite shares the same badge and challenge system, where users can become star contributors and accumulate points. Featured lists of star contributors are more likely to turn into actual deals.

 

Implications on CBBE

 

Brand Salience

 

The microsite helps extend Scoot’s breadth of brand awareness, such that travellers associate their travel dreams and bucket lists with the Scoot brand. As this social media platform gains traction, the Scoot brand will move closer to being a top of mind brand, thus increasing ease of recognition and recall, increasing the Scoot’s depth of brand awareness.

 

Brand Resonance

 

With sufficient traction and a critical mass of users, the interactivity of this platform helps establish attitudinal attachment and a sense of community. Users are actively engaged, help generate user content, and grow to be loyal to the Scoot brand.

 

Screenshots as follows: