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?
RT MakhoulWael: Air France launches clever #UpgradeChallenge http://t.co/Sm1CzPJASS #DigitalMarketing
Air France launches clever #UpgradeChallenge http://t.co/PSCjRlMvL3 #Advergames #iPadAppsContent #iPhoneApps #OnlineGames #cmo
Air France launches clever #UpgradeChallenge http://t.co/9Cduft4Mus
Air France launches clever #UpgradeChallenge: Air France just launched a clever little mobile based game that … http://t.co/Fyu94B3B6t
RT @adenhepburn Air France launches clever http://t.co/Kd6tWjXrxj 이런 캠페인 좋다!
Interesting idea, what do you think? –> Air France launches #UpgradeChallenge http://t.co/HszfJYNZjG via @digitalbuzzblog
Air France launches clever #UpgradeChallenge – Air France just launched a clever little mobile based game that all… http://t.co/e1zdyEhRCV
Yeah love it. It’s perfect in so many ways apart from, as you mentioned, perhaps the game itself. It’s worth a tonne of loyalty and brand experience points with customers regardless if they win!
fun, simple RT @adenhepburn Air France launches clever http://t.co/oeRd4syCo6
Air France launches clever #UpgradeChallenge http://t.co/yHddrG620v via @@digitalbuzzblog
Possibly the best idea in gamification yet
Play in the queue, and if you win you get upgraded to first class.
http://t.co/ob9M5mDZfE
Air France Launches Clever “UpgradeChallenge” http://t.co/QCL3cG5AlL #marketing #ads
Brilliant! #firstclass #airfrance with a simple game “UpgradeChallenge” http://t.co/ElPk9nSo0v
Mobile Mobile Mobile @adenhepburn Air France Launches Clever “UpgradeChallenge” http://t.co/rvHASduMiS
.@AirFrance gamifies upgrades. Any reason other airlines couldn’t do the same? #marketing http://t.co/AZDx51IWlU
Check out @airfrance’s clever #UpgradeChallenge – we’d be all over that! http://t.co/RP54POdSTR #travel
Clever Airfrance mobile game to engage customers and maybe one day sell some other services. http://t.co/QXk8yCHOr9
RT @KStockner: #AirFrance Launches Clever Upgrade Challenge http://t.co/hsu7Ho9lKH @XanRobinson @ben_d_h @gjcaterer ultimate #gamification?
Air France launches clever #UpgradeChallenge http://t.co/Dwu1LTHYod
Air France Launches Clever “UpgradeChallenge” http://t.co/X7nM2sXzda
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