2012 PRO Award Finalist: The Marketing Arm for Oneworld Alliance
The oneworld alliance, a global network of airlines that offers travelers the ability to travel to 800 destinations in 150 countries, is challenged to find the balance between pricing and high-quality service that appeals to frequent international travelers. It wanted to educate existing elite status customers who fly internationally for business on multiple airlines, multiple times a year in First and Business class about the main benefits and value proposition of the oneworld alliance.
Recognizing the propensity of this audience to play games on their mobile devices – especially during short breaks in their travels – The Marketing Arm created an interactive seek-and-find game that challenged travelers to "Go for the Emerald" – i.e., discover the benefits of the oneworld alliance elite status program. The promotion lasted 60 days.
The goal of the online and mobile game was to find as many objects in each room as possible within 90 seconds. Each room was designed to reflect a different tier of the elite status program (Ruby, Sapphire, and Emerald), and each object represented a benefit that the tier offered.
As a bonus incentive, the first 20,000 unique registrants received 1,000 bonus frequent flyer miles deposited into their respective frequent flyer account.
The microsite was designed to allow for customized content for each airline, including logos, frequent flyer program name, level and reward currencies allowing each airline to invite their respective members to play.
After completing gameplay within the three rooms, customers could enter a sweepstakes for their chance to win two around-the-world tickets in Business Class.
Customers were encouraged to share their results and the game via email, Facebook or Twitter for an extra entry into the sweepstakes.
More than 350,000 customers visited the site (benchmark goal of 300,000 visits), with a 40% conversion rate of visits to registrations. More than 18% of users visited the site more than once, and the average time spent on the site was 6:24, showing the high level of engagement. More than 28% of unique registrants shared the sweepstakes.
