Idea

Hotels.com is the obvious choice for booking hotels and over the past three years has been featuring their biggest fan, Captain Obvious, as a walking, talking advocate for the brand. Our task was to keep the character fresh and relevant to the target audience.

CP+B Group
CP+B Group

Execution

In an election year, Captain Obvious decided to join the presidential race, by actually running. Through five TV spots, 51 online state-based films, official merchandise, RunKeeper app integration, reaction GIFs, fun run appearances, TV interviews and much more. Captain obvious ran on the campaign trail, featuring Hotels.com hotels as he went.

Results

Captain Obvious Runs for President results were overwhelmingly positive; it earned the reputation of the most effective campaign in Hotels.com history. It recieved over 432.7 million media impressions in national and local press, and Hotels.com saw a 900% increase in social mentions. And, most impressively, there were thousands of votes pledged for Captain Obvious in the 2016 elections.

CP+B Group