World Nomads on Social Media

I blogged during the last TRAVELtech conference about the inspiring footprints network launched by insurance provider World Nomads. It was an interesting story because of how World Nomads could meet its desire to be a good corporate citizen with the need to grow brand, market presence and conversion. World Nomads General Manager Chris Noble gives even more background to this program and their approach to marketing in social media over at the World Nomads blog in a blog post called Social Media : Wake Up and Smell The Engagement!. I found it an interesting read. You might also.

TRAVELtech: World Nomads and Footprints - building a brand by giving money away

The story of World Nomads launching Footprints is an amazing one. World Nomads CEO Simon Monk shared the story at TRAVELtech.

World Nomads is an online insurance company that decided to add an optional $2 charitable donation into the purchase path. More of the story here but quick version is that not only have they generated hundreds of thousands of dollars in charity, they also opened up a marketing channel. The donations spawned a video documentary which spawned an in-flight video series and eventually a distribution deal with National Geographic. Money raised for poor communities and global branding and marketing paid for by travel media companies and airlines.

The latest iteration of this story is that now Footprints is a stand alone charity business with an API. Means that any company that does a deal with Footprints can have access to functionality to charge a $2 charity donating and join the program. They are targeting a very ambitious $1billion. Amazing stuff. Love it.