Air France & KLM - Mr. Miles

Air France & KLM - Mr. Miles

For their latest social campaign, Air France- KLM has picked its frequent flyer program, Flying Blue, as its marketing focus. The campaign is designed like a game, similar to KLM’s space flight campaign, that was launched a few months ago.

A fictional person titled ‘Mr Miles’ travelled around the world from 17 to 26 June, 2013 visiting a different destination every day. The character gave clues in his Twitter account for followers to locate his location. Then using the dedicated branded web page users had to navigate the variety of pages, by picking continents, and choosing one place among the nine destinations in that continent.

Every day, a user got only one chance to guess the location of Mr Miles. In the case of a user marking the wrong location on the map, the system gave three more chances as long as the user invites three friends. If a user marked the correct location of Mr Miles, then instant miles were awarded ranging between 500 and 10,000 miles. A total of three million miles were won as part of this campaign.

The site is supported by a great video that was created to promote the Mr Miles campaign. The illustrations on the site by Hélène Builly combine archive images and modern graphics in an original, playful style.

The game aimed to strengthen ties with programme members as well as increase Flying Blue’s reputation with the general public.