Lonely Planet’s no stranger to mixing online interaction to offline thrill seeking. The travel guide publisher’s forum, Thorn Tree, which launched in 1996, is one of the longest-running travel forums on the Web.
Contests and discounts
Photo contests are a recent addition to Lonely Planet’s Facebook page, says Andy Murdock, United States digital editor for the publisher, but they’ve become a staple of the company’s Facebook strategy.
In October 2009, Lonely Planet aimed to create some Halloween spookiness by asking people to post pictures they took in cemeteries around the world. People were happy to share—and they had lots of travel photos, Murdock and his team discovered.