Cannes Lions
SPAFAX, Montreal / AIR CANADA / 2015
Overview
Entries
Credits
Execution
Earn Your Wings was an exclusive gamified loyalty promotion (responsively designed, mobile-friendly), where participants shared and monitored their status on a leaderboard that ranked them according to the amount of Wings (game points) they earned.
Users earned badges, and Wings for every take-off and landing during their travel with the airline, and collected bonus badges for completing specific combinations of destinations and unique tasks.
A promotion ran concurrently with the game (participants earned 2,000 Bonus Aeroplan Miles for every 2,000 Wings), and those in the Top 20 shared in a ‘jackpot’ of 10,000,000 Bonus Aeroplan Miles.
Outcome
• 24,721 total registrants (11,000 (44%) returning users).
• Total Wings earned: 65,244,245 Wings.
• Total badges earned: 125,219.
• Increase in average badges earned per user: +56%.
• Increase in average airport visit per user: +15%.
• Increase in page views: + 23%.
• Increase in time spent on the microsite: +34%.
• Total sessions: 545,000 sessions.
• Total page views: 1.17 million.
• New Badges (which incentivized early booking, complex route trajectories, and rewarded status), accounted for 20% of all badges earned.
• Cabin Badges (which incentivized fare upgrades), were earned 5,700 times.
*Financial information is confidential.
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