Cape Town Tourism's campaign "Send your Facebook Profile to Cape Town" was a huge success as it demonstrated how destinations can use Facebook apps in a very smart way. The aim of the campaign was to really engage with Facebook users, make them sign up to the campaign to be able to win an actual trip to the city of Cape Town. Due to the great content within the app that are very experience driven, users could actually experience the city and do activities of choice within Cape Town based on an itinerary the Facebook profile goes through over the course of the 5 day trip. Every day, a new update appeared on the Facebook timeline, showing what the Facebook profile discovered (DTTTAwards 2013).
The send your Facebook Profile to Cape Campaign allowed potential tourists to tailor their own one-of-a-kind 5 day Cape Town itinerary. Once they started the game they receive a personalised Boarding Pass and then the user could just sit back and watch as their profile discovered new and unexpected places. Throughout their virtual holiday, they could delve deeper into the places their profile visited and also ‘like’ and share it with their friends.
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