Drawing off the existing brand equity of Smart, the Hotels.com claymation character, we wanted to let users step into the fantasy world that we had created around him. We created 'Clay Yourself' where users could create their own character, choose a stage name and then record a script. Once they did, they'd enter for a chance to star in the next Hotels.com commercial. Within the first 2 months we had over 1 million visits and currently over 700,000 clay avatars have been created. Average time spent on the site was a whopping 9 minutes 18 seconds.
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