benchmark report
airline marketing
destination playlists
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klm jets KLM Following the success of its first branded gaming campaign, Aviation Empire , which was downloaded more than 850,000 times and received many positive reviews, the airline has just released its second game, called Jets . Jets is a mission-based endless flyer mobile game in which players lead a paper plane safely through an obstacle-ridden cardboard world. Jets’ first levels are set in KLM’s Amsterdam home-base and lets players fly their paper plane through the old city centre, over its world-famous canals, while avoiding cars, trams and boats. Players must keep an eye out for quirky elements, such as functioning drawbridges, trams that ring their bells when players get too close, and rusty bikes about to fall in the canal. In single player mode, players can unlock new missions, collect items and set high JUNE 2015 ISSUE
VARIOUS AIRLINES scores. In the turn-based multiplayer mode, players challenge friends to join them in the mission. Winners can instantly share their victory on social media using the in-game social media challenge system. Applying the benefits of gaming to real life, KLM rewards players with the game’s currency – Wings – each time they book a ticket. When they show up at their gate on time they receive even more Wings, an innovative feature that is facilitated by Amsterdam Airpor t Schiphol’s beacon technology. Jets can be downloaded free of charge in the Apple App Store and the Google Play Store . Paper-crafted versions of other famous cities will be added to the game later this year.
With its power to influence moods and help fix memories of our experiences in the mind for many years to come, several airlines and travel agents are tapping into the opportunities that streaming services such as Spotify and Deezer offer to connect with their audience. Travel agency First Choice (part of the TUI Group) has partnered with Spotify for a new ‘Summer of Music’ campaign, which lets fans assemble the perfect summer soundtrack to accompany their holiday adventures, using a customised playlist generator. Similar to the music streaming service’s own playlist creator, the First Choice Spotify Playlist Generator uses a bespoke formula to determine the perfect track for every stage of the holiday, from packing to poolside. Travellers can customise the playlist to match their music preferences by picking a genre, choosing a holiday activity, and then using the app’s sliders to adjust their soundtrack settings.
To increase engagement, which extends to Twitter, Facebook and Instagram, First Choice had pop-star Alesha Dixon create a fancurated music video called ‘The Way We Are’ with three possible endings for fans to vote for, deciding which should make the final cut. Last year, British Airways also collaborated with Spotify on its ‘Music Travel Guide’ campaig. The airline released dedicated playlists for Amsterdam, Barcelona, Valletta (Malta), Naples and Edinburgh which included both trending songs in the destination and the music of local artists. Jetstar Asia, meanwhile, in 2014 offered custom playlists and a two-month Deezer subscription with access to Deezer’s #travelbeats service, which found the right tunes to complement the journey.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
