benchmark report
airline marketing
digital
qantas points quest
igital
#fromto
QANTAS
Qantas has launched a Sim City-like vir tual town in which members of its frequent f lyer program can earn prizes. The Quest for Qantas Points online game is intended to promote the airline’s ever-broadening ‘Frequent Flyer’ rewards program, which in early August opened its new QantasPoints.com online shopping mall with 16 new retail par tners including Apple, eBay, Macy’s and Neiman Marcus. The entirety of the Qantas Loyalty program par tners – including banks, hotels, cruise holidays, restaurants and golf – is showcased in this vir tual world, where the aim of the game is for members to explore the town and answer questions about ways to earn Qantas frequent f lyer points.
SEPTEMBER 2014 ISSUE
AUSTRIAN
“Some members will know the answers to the questions off the top of their head, other members will have to explore the website to f ind the answers” says Qantas Loyalty’s Chief Marketing Off icer Stephanie Tully, “and by completing f ive questions you’ll be entered into the competition.”
Following an EUR 90 million investment in its long-haul product, Austrian Airlines this spring launched a campaign called FROM/ TO that aims to re-establish trust and a stronger identif ication with the brand.
Par ticipants must be a member of the Qantas Frequent Flyer program to earn points. The promotion runs between 18 August and 14 September 2014 and the draw of three prizes of AUD 15,000 Qantas Holiday Vouchers takes place on 22 September 2014. Tully added that the game will also be used in future promotional campaigns with additional prizes up for grabs.
According to Austrian the campaign was about “Being a par t of Austria and the feeling that with Austrian, passengers don’t just f ly from A to B, but that the f light is par t of the travel experience as well.” The FROM/TO campaign was suppor ted by a wide range of media formats, from TV spots through to print ads, online banners, and online videos featuring Austrian opera singer Anna Netrebko and Olympic downhill ski champion Matthias Mayer .
The game was developed by digital media agency RazorFish and can be played through the web browser on any device.
At the hear t of the campaign was the myaustrian.com microsite which – in an effor t to create authentic messages
around the brand – invited fans and followers of the airline to share their personal experiences with the community and battle in a contest for the best submissions. Each week a new theme, inspired by the new adver tising campaign, was presented with an open-end: Par ticipants from the Austrian community then could complete the thought, add a photo via an application on the microsite or via Facebook, which would then be turned into a similar format as the adver tising campaign. The most inspiring moments ended up on a daily basis on myaustrian.com #star t and on the Austrian Airlines Facebook page . During the campaign, each week the ten best entries were awarded with a EUR 50 voucher and the overall winner of the contest saw his/her image featured on a large poster at Vienna Airpor t.
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