HK Express - Freezing Ticket

HK Express - Freezing Ticket

Hong Kong’s first LCC, HK Express, got travellers all hot and bothered on 31 May 2015 with an uber-cool giant billboard (1.7m height x 6m width) built from blocks of ice containing ‘FREEzing tickets’ and other prizes—to help Hong Kong denizens escape from the stifling hot and humid weather of summer.

HK Express invited contestants to sign up on its Facebook page for their chance to win more than HK$1 million (USD 129,000/EUR 117,000) in prizes, including round trip tickets the airline’s destinations, flight vouchers, and HK Express branded merchandise.

During pre-assigned 7-minute rounds, 10 participants were given tools at random to help them crack or melt the ice blocks and claim their prize, before time was up and the next round of participants got to try their luck.

For additional social media buzz, the airline partnered with Coca Cola’s FUZE TEA brand to hand out different flavours of the ‘thirst-quenching’ beverage to those participants who took a photo at the event, and uploaded their pictures to Facebook or Instagram using the hashtag #hkexpress.

On a similar note, the airline’s Endurance Challenge last year also mixed a traditional advertising platform—a bus stop in central Hong Kong—with an experiential element, encouraging passersby to interact with the advert, for as long as possible, to win a return flight to one of the airline’s destinations .

When torrents of rain threatened the contest, the resourceful airline created branded Cheap-Cheap Umbrellas to protect par ticipants.