Air France launches clever #Upgrade Challenge

Every passenger hopes for the opportunity to get a free upgrade to the business class when flying. To help raise awareness of the launch of Air France’s new business class cabins in Asia, Fred & Farid Shanghai created a mobile game (#upgrade) which allowed travelers to compete against each other for a chance to win a free upgrade to business class just prior to boarding.
The agency transformed the boarding gates of Changi Airport in Singapore and Kansai Airport in Osaka, Japan, into social gaming arenas where passengers could download a mobile game (similar to fruit ninja) and try to get the highest score. Over 400 passengers were invited to compete against one another during their wait with all the scores being displayed in real-time on giant digital screens.
At the end of the competition, the top scorers were then instantly upgraded to the business class. The competition has since been extended to a regional level in which all Air France passengers flying from China, Hong Kong, Singapore, Indonesia or Japan can now compete against each other.

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Via: CreativeGuerilla Marketing