Air New Zealand Campaign: The World’s Most Beautiful Runway 2015

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Air New Zealand Campaign: The World’s Most Beautiful Runway 2015

Objective

It has been the second consecutive year that Air New Zealand sponsors the Queenstown International Marathon. To draw the public awareness towards the event and enhance public engagement, Air New Zealand partnered with Pixo Punch again to develop a mobile-only game in August 2015. Increasing Facebook fans is also targeted.

Concept

In recent years, Hongkongers have been used to participate in local marathons. Yet it would be boring to always run through streets in the city. Air New Zealand invites them to take the challenge to become the fittest runner, who could be able to enjoy the extraordinary marathon experience in Queenstown. The 100% pure and stunning New Zealand landscapes are just around you!

Execution

The campaign was launched in Hong Kong, Singapore and Japan. Players either access the site or scan the QR Code shown on desktop via mobile or tablet. The task is to complete the marathon in 1 minute. To “run”, players are to hold mobile and shake it for more than 601 times. Afterwards, players can share their own records on Facebook, attracting friends to join the campaign.

Result

Within the two-week campaign period, more than 2,000 participants were recorded, which was by far the best among those previous campaigns. Over 3,000 new likes were generated, promoting Air New Zealand and the Queenstown International Marathon successfully.

Project Information