Air France Launches Clever “UpgradeChallenge”

Wed, Feb 4, 2015
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Air France just launched a clever little mobile based game that allows people waiting at the gate to compete for upgrades to first class. I think this is pretty great for many reasons. It targets customer engagement at a key point of attention opportunity, when people are waiting for their flight and likely nose down into their devices. Simple. And the carrot at the end of the stick is something of high value to everyone in that ‘waiting’ moment. They’re already thinking about their ensuing discomfort of a long flight. Motivating. My only critique is that the game mechanic itself feels quite arbitrary — favouring the more dextrous and gamery contingent, despite many smiling (yet semi-confused looking) older folks being featured in the film. It’s a great campaign in my opinion, as it’s the kind of thing that could be made a permanent part of the brand experience. What if every transcontinental flight had some seats always saved, ready to be won via a digital engagement with the brand at the point of boarding? That’s gotta be cheaper and more valuable than any TVC. Would be a shame if this was just a one and done fleeting idea. What do you all think?

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