By defining the game’s theme as “A Brand-New Start in 2014,” Air France also signified its own fresh start after 80 years. It shows that in 2014, the airline will provide passengers with even more exceptional service, greater operational efficiency, and an expanded route network.
By the end of the event on February 14, as many as 11,363 fans had participated in Air France’s “A Brand-New Start in 2014” Weibo App game.
With such widespread participation, not only were Air France’s four departure cities in mainland China widely promoted, but some of its globally popular destinations were also introduced to the public. The campaign idea was truly “killing two birds with one stone,” allowing numerous netizens to learn about Air France’s global route network through fun and simple interaction.
The way to participate in the game was also quite fun: users first select their destination and departure city, calculate the distance between the two, and then click on the airplane with their mouse — the faster they click, the faster the plane flies, getting closer to the dream destination. When the flight distance reaches the dream destination, users can enter the lucky draw. Additionally, considering the growing number of mobile users, Air France made it easy for them to join via mobile devices simply by scanning the QR code of the game on the webpage using their phones or tablets.
With outstanding creativity, simple participation, and mobile integration, Air France’s “A Brand-New Start in 2014” campaign made full use of innovative social media interactions to effectively promote brand visibility and products, strengthen fan engagement, and bring good fortune to users. It is indeed a highly successful case of social media marketing.
We hope that in 2014, more corporate users can come up with even better and more creative marketing content than Air France’s “A Brand-New Start in 2014,” opening up broader prospects for digital marketing.