With every trip you take, whether it’s a bachelor party, baby shower or class reunion, something different is on the line. Using that insight, Priceline launched our “Whatever’s on the Line” campaign in early 2016, with integrated TV spots, print and OOH, showing travelers the hilarious, disastrous consequences of not booking that next trip.

When it came time to extend the campaign online, we went even further, creating over thirty fake news stories about the horrible consequences of not taking specific trips. Then, we used Facebook’s targeted advertising capabilities, which can target users based on their actual life events and interests, to serve each film up to people with similar upcoming travel opportunities. In the end, our campaign spoke to nearly forty different travel occasions across TV, print and digital, showing travelers from all walks of life what’s on the line for them.

The work ran on TV and online, throughout the spring of 2016. Each digital ad appeared on the Facebook news feed and was served to a specific demographic at a time that coincided with an upcoming travel opportunity. If your close Facebook friend just got engaged, you’d see a horror story about a guy who missed his friend’s bachelor party. New parents who recently announced a birth saw an ad about parents whose child had become a third wheel.

Our thirty films reached nearly 24 million Facebook users, racking up 1.7 million views and more than 7,000 shares on Facebook alone, while print and TV reached hundreds of millions more.

Most importantly, our content drove a strong incremental lift. Of the 24 million people exposed to our online news films, 1.2 million visited Priceline.com, much higher than expected. Proving that our data-driven targeting worked, and our fake news likely helped solve some real problems.