The ‘Picture Your Upgrade’ promotion concept was a fun way to bring to life the benefits of the Star Alliance Frequent Flyer programme, while also providing entertainment. From the beginning we knew a robust, premium mobile platform was absolutely essential in delivering the required experience to our target audience.

In just 8 weeks tens of thousands of people downloaded the app from over 100 different countries. Over 28,000 photos were uploaded featuring customer journeys and Star Alliance benefits. These were geo-tagged from over 600 airports/destinations and shared on Facebook, helping us achieve a daily audience reach of over 1m people and increasing our fan base by 17%.Great results - without a great big advertising budget.