British Airways recently held a 'Jumbo Christmas Giveaway' online, which featured a virtual version of one of its jumbo jets that fans could unwrap to win prizes.
The A380 plane was wrapped in a blue wrapping paper and it could be torn with extremely realistic motions and textures. Winners could receive presents like tech gadgets, to getaways and luxury hampers. Winners were selected based on a complex algorithm that could handle tons of people unwrapping the planes at once in a fair manner.
The campaign for British Airways was developed in a collaboration between the Moving Picture Company and OglivyOne. It ran for 12 days before Christmas, which afforded fans tons of opportunity to pick up some awesome prizes before Christmas.
Virtual Jet-Unwrapping Contests
British Airlines' Christmas Giveaway Rewarded Fans with Presents
Trend Themes
1. Virtual Unwrapping - The trend of virtual unwrapping contests provides an interactive and immersive experience for consumers, offering opportunities for brands to engage with their audience in a unique way.
2. Algorithm-driven Selection - The use of complex algorithms to select winners in contests allows for fair and efficient distribution of prizes, presenting an opportunity for companies to leverage technology to enhance their promotional campaigns.
3. Collaborative Marketing - The collaboration between different creative agencies to develop marketing campaigns opens up opportunities for brands to tap into diverse expertise and resources, resulting in innovative and impactful initiatives.
Industry Implications
1. Airlines - Airlines can adopt virtual unwrapping contests as a promotional tool to enhance customer engagement and generate excitement about their brand and offerings.
2. Technology/gadgets - The inclusion of tech gadgets as prizes in virtual unwrapping contests presents an opportunity for tech companies to showcase their products and reach a wider audience.
3. Marketing/advertising - The use of complex algorithms and collaboration between agencies in marketing campaigns highlights the potential for innovation and disruption in the marketing and advertising industry.