The following is the story of how hotelicopter punk’d the Internet for fame and profit.

I’ve just returned from the EyeforTravel Marketing Conference in Miami, where I presented The Anatomy of a Successful Viral Marketing Campaign (the story behind our new brand launch) to many of the leading marketers in our industry. I was pleased to see that the new brand for our hotel search engine, launched a month earlier for only $3,000, had about 70% brand recognition within the audience.

In case you missed it, we launched a viral marketing campaign on March 27th based on a fictional flying hotel. You can still view the April Fool’s Day web site here and the video here.

As many of you already know, we decided to change our name and our brand because VibeAgent (our previous name) did not accurately represent our new positioning as a hotel search engine. We were looking for a new brand that a) related to hotels; b) was fun and social; c) was memorable; and d) provided us some SEO lift for the word “hotel”.

So after much brainstorming, we decided on hotelicopter. The name clearly relates to hotels, is fun, memorable, and gives the Google bots some red meat to chew on.

Our newly rebranded and redesigned site is the first major travel site to utilize Facebook Connect as its user system. This means that users can create an account on hotelicopter simply using their Facebook account credentials and instantly have their Facebook and hotelicopter accounts linked to each other. No need to recreate your social network either - it travels with you from Facebook to hotelicopter. We’ve also integrated TripAdvisor hotel reviews and many improvements to the user flow and feature set on our new site.

As we were scheduled to launch hotelicopter.com April 8th, we found ourselves in the fortunate position of launching a new brand based on a fictional flying hotel right after April Fool’s Day. Our launch campaign practically created itself: we would bring a flying hotel to life as an April Fool’s Day prank to build pre-launch buzz and drive inbound links to our new domain name. The Hotelicopter was born.

Mil-V12

The largest helicopter in the world is the Mil-V12, a Russian-made vehicle created in the 1950’s of which only two were ever made. If we were going to create a plausible flying hotel it had to be big. The Mil-V12 provided the perfect inspiration. We simply added an extra floor to house the Hotelicopter’s 18 luxurious rooms, yoga studio, art gallery, and koi pond - and four GE turbo-thrusters to provide the power necessary to lift and transport the extra weight.

The Hotelicopter

Once we had an idea of what our flying hotel would look like, we turned to the talented designers at PerspectX to create a 3D model of the Hotelicopter and make it come to life, and the equally talented Aidan Keith-Hynes at Starlight Productions to do the post-production work on the raw footage. We called Yotel, the English-based airport hotel chain, and asked if we could have permission to publish photos of their hotel rooms on our site and credit them with designing the interior of the Hotelicopter, and they agreed. We put a web site together in-house using a free WordPress template, and created a press release of Hotelicopter’s launch that was downloadable from the site (we did not, however, push our fictitious press release out over the wires, as we felt that would be crossing an ethical boundary). With a web site, photos, video, and a press release, we were armed with the content we needed to launch our campaign.

The next step was to build out the distribution network. This consisted of setting up accounts with the usual suspects - YouTube, Facebook, and Twitter - and providing visitors to our April Fool’s Day web site easy links to watch our video, join our fan page, and follow us in the twittersphere. We complemented these three communities by posting our high resolution video on Vimeo and posting our Hotelicopter photos on Flickr.

With the content and distribution networks in place, it was time to strike the match. That’s when the social news and bookmarking sites like Digg, Delicious, StumbleUpon, and Reddit came in. Each of these channels provided us access to unique audiences of early adopters, or to coin Malcolm Gladwell’s terms from The Tipping Point: Connectors, Mavens, and Salespeople.

With this campaign, our hook was simple: “Wow, check out the world’s first flying hotel!” Within a few hours of posting a few hooks, we caught our first big fish.

Measuring Campaign Buzz

Gizmodo, the top ten blog focused on consumer technology, posted at 6:20pm on Friday, March 27th about the Hotelicopter after being tipped off by a loyal reader (Kyle Redinger, the owner of the media site Cvillain - thanks Kyle!), and mayhem ensued. We had decided to host our April Fool’s Day web site at GoDaddy under a basic account, and our site was quickly brought to its knees from the ensuing traffic. We quickly upgraded our account to handle the extra load, but for several hours people had a hard time reaching our web site to learn more about the world’s first flying hotel. In hindsight, this may simply have contributed to the buzz - 130 people posted comments to the Gizmodo blog entry, with the general gist of the conversation revolving around the questionable veracity of this new vehicle.

Once Gizmodo posted their story, hundreds of amateur bloggers had an interesting story to post about and the visual candy to support it, and inbound links to www.hotelicopter.com started piling up. This grassroots momentum kept site traffic and buzz going at a steady rate for the next three days, catalyzed by celebrity tweets from David Pogue of The New York Times and Guy Kawasaki of AllTop.com and the perennial Internet conference circuit. Gizmodo’s post was followed up three days later, on March 30th, by sister site Engadget, the third most heavily-trafficked blog online. Again, the post was fairly straightforward, discussing the Hotelicopter as if it were real, albeit somewhat aerodynamically ill-conceived.

But this time, only two days before April Fool’s Day, readers dug a little deeper into the story and started calling Engadget out in the comments section for getting “punk’d” by The Hotelicopter. In a surprising move, Engadget actually pulled the post completely from their web site that night, most likely prompted by Gizmodo’s retraction post earlier in the day entitled The Hotelicopter Outed as a Fake. And Wired magazine posted an uppity blog post entitled Hotelicopter Hoax Flies Over Bloggers’ Heads - ironically it turned out - about how lame the other big blogs were to get punk’d by The Hotelicopter, even though they themselves incorrectly credited the source of the hoax and botched their fact-checking about the actual Russian Mil-V12 helicopter (which they were quickly taken to task for by their readers in the comments section).

Web Site Page Views

However, the story was far from dead. While Gizmodo, Wired and Boing-Boing were declaring The Hotelicopter a sham and incorrectly crediting Yotel with a “brilliant hoax,” plenty of people - the vast majority in fact - still believed The Hotelicopter to be real, discovering it on our web site, an amateur blog, or YouTube, Facebook, Flickr, or one of the many social bookmarking and news sites that were helping spread the word about our flying hotel. During all this we were tickled pink, as you can probably imagine, as the goal of our campaign was to generate buzz and inbound links to our site, and the growing controversy about the veracity of our flying concoction was helping drive both beyond our wildest expectations.

Over this period of time, our YouTube video became the most popular video in the Travel category, and ultimately one of the 25 most-viewed videos for the week. Another thing that truly amazed us during this time was the geographic distribution of our site traffic. In the four days between our site launch and April Fool’s Day, the top five cities driving traffic to our site were New York, London, Moscow, Amsterdam, and Budapest. The Russians were eating it up! We weren’t sure if they were confused as hell or laughing their asses off.

Between Engadget’s post and April Fool’s Day we were averaging between 4,000 and 8,000 visits, and about 20 to 40 tweets, an hour. And except for a miniscule pay-per-click advertising campaign placed on Facebook, this was a completely viral campaign. It was being driven entirely by the online community.

Geographic Distribution of Web Traffic

On Wednesday, April 1st, our campaign reached its climax. We woke up that morning to a big article in The Telegraph, one of the biggest newspapers in the UK: Millions of web users fall for hotelicopter April Fool. The Huffington Post, the most heavily-trafficked blog online, featured us in their post about Best April Fool’s Day Pranks and linked to our video. Ryan Seacrest and Kanye West featured us on their personal blogs. We were featured on Daily Candy’s web site and in their popular email newsletter. We were even called by The Today Show the evening before and told we were going to be featured on their April Fool’s Day segment, but were ultimately bumped by the controversy surrounding Barack Obama’s choice of a birthday gift to the Queen of England (an iPod, of course).

On April 1st, 300,000 people visited our site, and over 150,000 watched our video on YouTube. Countless more learned about The Hotelicopter from another site or a friend that had read about it online. As the day came to a close, we moved the April Fool’s Day site from www.hotelicopter.com into the subdirectory aprilfools.hotelicopter.com, and launched the hotelicopter splash screen in its place. We wanted to continue the sense of mystery surrounding hotelicopter, and leverage all the buzz towards the launch of our new hotel search engine on April 8th. So we created a countdown on the page, and directed people to sign up via Facebook, twitter, or email to be notified with the “real” hotelicopter went live.

hotelicopter splash screen

While traffic and buzz died down considerably after April 1st, there was still a low rumbling in the blogosphere and twitterverse about The Hotelicopter, and some discussion as to what it could be if it wasn’t a flying hotel. In retrospect, we might have been even better served if we had been able to launch our hotel search engine on April 2nd, but our technology team was working miracles as it was to accelerate our launch forward a week from our previous plans, and it simply wasn’t possible. That being said, we continued to attract those inbound links that are ever so important in building page rank on search engines, and we now had a secret we couldn’t wait to share with the world.

On April 8th, hotelicopter (the search engine) went live, and was immediately picked up by TechCrunch - One Brilliant Hoax Later, Hotelicopter Joins the Hotel Aggregation Fray and CNet - Hotelicopter is Real, Though Simply A Hotel Search Engine. Site traffic was comparable to that for April 1st. And when Google finally assigned us a Page Rank of 6 at the end of May (VibeAgent had been a 5), we knew our objective had been fulfilled. In the final accounting, our viral campaign generated 1.1 million page views, 500,000 video views, lots of great buzz and media coverage, a solid page rank for a brand new domain, new friends and followers, and perhaps most importantly of all, a great story to share with all of you that hopefully brings a smile to your face.

In a bit of a footnote to this story, the best reporting on our fictitious flying hotel was found on Snopes.com, the site that determines the veracity of all things. On April 23rd, they came out with the verdict on The Hotelicopter with this lead-in:

Some April Fool’s pranks are so good they continue to circulate and ensnare the unsuspecting long after April 1 has come and gone. The Hotelicopter hoax is another such example.

So with this blog post, I hope we can finally put this prank to bed. We continue to get emails from journalists and travel enthusiasts, primarily from the Middle East, Asia, and South America where they don’t celebrate April Fools Day, asking about The Hotelicopter and how they can book a flight or feature it in their luxury magazine. My answer to all of you out there still looking for a flying hotel is this: you might just find one if you search long and hard enough on www.hotelicopter.com, our hotel search engine…

About a year and a half ago, I wrote a post about how Charlottesville, Virginia (where VibeAgent is headquartered) has many of the essential ingredients to becoming a successful breeding ground for technology startups. We’re home to Mr. Jefferson’s University, and we have lovely weather, a robust live music scene, fancy art galleries, access to world-class parks, beautiful vineyards, free polo matches on Sundays, plenty of rich and famous people, and fantastic coffee and coffee shops; basically, we’ve just got an all-around high quality of life over here.

The only challenge of building a world-class technology business in this great place I alluded to in 2007 was the fact that we needed more nerds. Specifically at VibeAgent, we need more people who understand the web and can build, market and deploy great software. I referenced Paul Graham’s fantastic essay on why Silicon Valley is so good at producing successful technology startups. My post catalyzed an even more interesting discussion over on the OpenSource Connections blog, a talented software development shop also based in Charlottesville. And in personal conversations with Daniel Strickland over at Cloudbrain, Jeff Gunther at Intalgent, Eric Pugh at OpenSource, Otavio Freire at OpenQ, and others, we’ve developed a consensus on one thing - we all want more nerds!

Well, since that post, VibeAgent has grown to 14 people, moved to shiny new offices on the beautiful downtown mall, been covered twice each in TechCrunch, USA Today, and MSNBC, been named a top up-and-coming travel site in the Washington Post and on Forbes.com, and been featured just this last week in our own local paper, the Daily Progress. We’re about to make a major financing announcement, a major partner announcement, and roll out two major software releases. (/blatant self-promotion)

But…..our biggest challenge continues to be finding good technology people, and Charlottesville still needs more nerds. We would hire five talented developers tomorrow if we could find them locally, but so far, we haven’t. And this is forcing us to consider other options for our business, including opening up an office somewhere more nerdy.

So, with a little more experience under our belts, I’d like to put forth five concrete proposals on how technology firms in Charlottesville like VibeAgent can band together to gain some critical mass and solve the #1 challenge facing our business. We love this town, and we’d rather not have to go elsewhere to satisfy our nerd quotient.

How to Strengthen the Charlottesville Technology Community

1. Create an Active Charlottesville Technology Networking Club
Real world social networking is essential to creating strong bonds and gaining critical mass. I’ve set up a group using Cloudbrain’s blastogo to form an sms network for a monthly CvilleNerd meet & greet (if you want to join the sms network and be notified of the time and location of our first event, simply text “follow cvillenerd” to 32075). The idea here is to have a monthly social event to start making more connections and strengthening the Charlottesville technology ecosystem. I’m hoping the active members of Neon Guild and Chuug will join this list, along with all of us who work in the online world here in Charlottesville, and we can start to develop some critical mass.

As this club grows organically, we can create a web site and job board, form groups on existing social networks, and provide a way for Charlottesville technology companies and technology people to get to know each other better in an informal setting. But it takes that first step, so join CvilleNerd today.

2. Develop Stronger Ties to UVA’s Engineering & Applied Sciences Schools
There are a myriad of opportunities for strengthening relationships between the local technology business community and UVA’s leading technology and applied sciences programs. Career fairs, speaking engagements, case studies, internships, school projects, and other activities help build stronger bonds between the worlds of academia and business.

The need here is for a common touch point for Charlottesville technology businesses, and a desire by the University to support the local community. The City of Charlottesville and Albemarle County can also develop programs to stimulate mutually beneficial collaboration between UVA and Charlottesville’s business community. A strong local economy provides more job opportunities for families who relocate here, and increases demand for Charlottesville’s existing businesses. We can all do more to strengthen these ties, and with the development of CvilleNerd, we will.

3. Establish More Continuing Education Options in Applied Technologies
Charlottesville employees need more continuing education options to help them stay current on new technologies, starting with training courses in programming languages such as PHP, Java, C++, and Ruby, as well as in advanced project management methodologies and tools. UVA and Piedmont have practically no curriculum options for these types of classes. With a common organizing body to aggregate demand for and promote the desire for more technology education programs, our goal should be to attract better teaching resources to both of these institutions, and/or develop our own training programs and make them accessible and affordable for our community. Just as America needs to focus on re-training our work force for the new competitive global landscape, Charlottesville needs to invest in training programs for our technology community. The economic future of our city will be driven by our ability to attract, train, and retain the knowledge workers that are increasingly the driving force behind our continued economic prosperity.

4. Actively Market Charlottesville as a Great Home for Startups
Many of you are already familiar with the Aspen vs. Austin conversation. Will Charlottesville become a community with a strong university, arts programs, and a thriving middle class - like Austin - or will it go the direction of Aspen, another city known for its beautiful surroundings and high quality of life, but that has become too expensive to support a middle class and instead caters to retirees and the superrich? The choice, put in these terms, is clear. The outcome, however, is not.

Charlottesville needs to redouble its efforts to market itself as a great place for small businesses, especially in the technology fields, and to promote policies and investments that successfully support small businesses growth. The downtown mall is a vibrant place where lunch time means bumping into colleagues from other companies and strengthening the bonds that create community. I envision a time when the mall is littered with high-tech startups tackling exciting business challenges and simultaneously supporting the local economy. These things have a tipping point, a phenomenon well documented in Malcolm Gladwell’s book of the same name. We just need to give it a little push.

5. Share Charlottesville’s Technology Startup Success Stories
When you say the words “dot-com startup” to people who have lived in Charlottesville for over 10 years they immediately recall Value America. The company actually relocated from Nevada to Charlottesville in 1998 and went public in April 1999, gaining a valuation of $2.4 billion without a dime in profits. But a little over a year later, the firm had filed for bankruptcy and quickly became a “dot-bomb.”

Those days of irresponsible excess and greed are over. Businesses today have a much higher hurdle to reach before being showered with venture capital. The markets have also become wiser, and are valuing businesses based on their fundamentals once again. A lot of the entrepreneurs that are starting businesses today actually founded businesses and raised venture capital during the bubble days (myself included) and have learned a lot from the experience. There are also significant structural improvements in the web environment that make it far easier to get a startup successfully off the ground these days. They primarily relate to the ability today to a) tap into existing revenue streams in the form of advertising networks such as Google AdSense; b) tap into existing online communities and user bases such as Facebook and MySpace; and c) roll out software and hardware infrastructure at costs approaching zero by leveraging open source software and elastic computing clouds.

So, there are many new Internet success stories out there, and we hope to be one of them. Let’s share the good news, the best practices, the key takeaways that we discover in our collective startup experiences, through face-to-face networking and aggregating our online worlds.

We here at VibeAgent look forward to supporting the development of a more robust and cohesive technology community in Charlottesville. Because, together we can build something much greater than the sum of our individual efforts.

Together, we can create a little Silicon Valley of the south.

(VibeAgent is focused on providing you the biggest selection of hotels and the best travel deals.)

If you’re like most online veterans, you probably like buying domain names for fun and profit. I know I do. I’ve been doing it for about twelve years now.

But it was not until very recently, as in about like 10 minutes ago, that i realized this: how I end up buying domain names is probably very different than the way you do. Read on, and then if you want you can share your opinions in favor or to the contrary in the comments, or win a shiny new domain name.

That is, if you’re a real a person and not some robot spider sent by Google.

Many of us buy a domain name because we think somebody else might want it later, or perhaps somebody forgot to do something obvious, like register their own name or company or slogan or whatever.

I guess I might do that sometimes. But that’s usually when the domain name doesn’t end up being worth much.

I usually come at the whole domain thing a little differently. Usually when I decide to buy a domain name it is because there’s that semblance of a seemingly marketable idea bouncing around my head and I think I might as well go ahead and buy a little insurance policy on that idea. Like a $10 policy. $50 if i want the 5 year one.

Who knows, maybe it was a great idea. Maybe in 4 or 7 or 10 years I’ll circle back to that idea and think; right time, right place. Let’s do this. Or you will. No worries, you can have it. If it is the right time, right place for you, then I would be happy to contribute to that. Redirect and transfer!

Then I will have given someone a present while having a new story to tell…for $10 - what a bargain!

So here’s a little sample of five particular gems i’m sitting on right now. If you have a good idea for using one of these things, tell me below. If I like it, the domain is yours, free. My call.

feedbreaker.com
pillowbank.com
snufflebug.com
tastemakr.com
scubapals.com