Air France Launches The Upgrade Challenge Social Game — creativeguerrillamarketing.com

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 social game in which travelers could compete for a chance to win a free upgrade to business class just prior to boarding. The agency started transforming 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 a high score. Over 400 passengers were invited to compete against one another during their wait and monitor all the competitors on a large scoreboard.

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