Each customer booking a trip at expedia.de during the summer of 2009 could create a very special absence memo in just a few clicks: Pictures or videos then showed the recipient where the addressee was vacationing and how great it is there. And, of course, that the recipient could also be there for an incredibly reasonable price. The show-stopper: As a small motivational incentive, there was a 50 Euro travel voucher for those customers who created an absence memo.

During the campaign, 28% of expedia.de customers downloaded the absence memo and used this new medium.