The New7Wonders' initial campaigns grabbed the media's attention, but vague intentions and a lack of transparency have helped it sink into insignificance.
TripAdvisor doesn't actually come out a loser when its users' ads trump its own. User-created ads fit right in with TripAdvisor's value proposition and culture. After all, this is a company where each version of its homepage contains a snippet from a user's review, and Fargo could soon make it to TV screens near you.
This is certainly one way to "use" travel bloggers.
Australia knows a smart contest when it finds one. Last year's similar stunt attracted massive media interest and this year's repeat and expansion caught on even more.
The Air New Zealand has made its name with quality flights and some daring if underwhelming advertising (see photo, above), and this stunt is in step with its brand. But and kudos to the carrier for taking a change on both gay and straight couples.
Focusing on the customer experience? Whether it is online hawking games or onboard, Ryanair doesn't care about it all that much.
The cruise line's strategic use of social media ensures that the brand will continue to pop up on their new fans' newsfeed, and possibly even tempt them to book the cruise they didn’t win for free.
The Kaggle code-writing contests are interesting if the programming geeks don't get ripped off. But, Jetpac's photo-curation algorithm leaves a lot to be desired.