Responsive design integration with one in two users registering via mobile or tablet.
The mechanism
Through the ‘Explore the World with Air France’ operation, the user was immersed in a real trip around AirFrance destinations, thanks to the use of high-quality visuals and polished graphics in accordance with the brand’s creative guidelines, and in a universe based on the travel guide Travel by Air France.
To participate, the user was asked to provide both personal and qualifying data regarding his/her travel habits. They then took a quiz on Air France destinations, with their score of correct answers determining their traveller profile. Completion of the quiz also allowed the user to enter a prize draw and win their dream holiday.
The quality of the content broadcasted and the appeal of the mechanism helped maintain participant interest, as demonstrated by an average time spent on the game of 10 minutes.
Accompanying opt-ins throughout the customer journey via a dedicated email strategy
Numberly also drew on its CRM expertise to implement a dedicated email lifecycle within the rules of the campaign and to initiate the brand-consumer relationship following the gameplay.
The lifecycle consisted of an acquisition email, an abandonment email, and a confirmation of entry email.
The implementation of this email sequence had a strong impact on brand awareness – the confirmation email alone generated more than 30,000 redirections to the AirFrance site.
A viral mechanism attesting to participant interest
For this campaign, Air France relied primarily on owned and earned media. Leveraging their existing database allowed them to convert 23,000 existing database members into opt-ins.
Self-promotion (in the form of social media posts, and banners on various Air France sites and apps) proved to also be successful in acquiring opt-ins.
The campaign also benefitted from viral sharing, which accounted for 23% of new opt-ins. This was thanks to:
• Multiple sharing options (Email, Twitter, and Facebook).
• An attractive incentive (1 friend invited = 1 further luck to being drawn at random).
• An invitation email with a highly satisfying response rate of 62%.
