One of the most representative cases of succesful online brand building in Spain is Atrapalo.com, an online travel agency that also promotes leisure activities. Their campaigns, run by DoubleYou, always have an interesting twist about how engaging people, from tv contests not appearing on tv to creating mysterious creatures that need to be captured by the so-called "Atrapantes".

Their new one, "El trato de Atrapalo" ("Atrapalo's deal"), is so simple and yet so brilliant, in a Radiohead's "In rainbows" style, you go on vacation and when returning back, you pay what you think is the fair price for that travel you did.