AirNZ Queenstown Marathon Campaign : 奔跑吧!皇后鎮馬拉松2016

AirNZ Queenstown Marathon Campaign : 奔跑吧!皇后鎮馬拉松2016

Background

For the third consecutive year, Air New Zealand served as the title sponsor of the Queenstown International Marathon. To draw public awareness towards the event and enhance public engagement, Air New Zealand partnered with Pixo Punch again to develop a mobile-only game in July 2016.

Idea

Marathon has become popular in Hong Kong in recent years. Air New Zealand invites runners to take the challenge to become the fittest runner, who would be awarded to enjoy an extraordinary marathon experience like no other in Queenstown.

Execution

A mobile-friendly campaign site is built and launched in Hong Kong, Singapore and Japan. The game requires players to “run” by tapping on a mobile device. Apart from competing for a place on the leaderboard, they can enjoy Queenstown’s sceneries while running along the marathon course. Personal records are shareable on facebook, creating strong viral effect.

Achievements

Within the two-week campaign period, more than 3,000 participants were recorded, which was by far the best among the previous campaigns. Over 13,000 new likes were generated for Air New Zeland’s facebook fan page, successfully promoting the brand and the Queenstown International Marathon.

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