Air France Launches “Upgrade Challenge” Mobile Game

Air France launched “Upgrade Challenge” which is a smart mobile game that allows people waiting at the gate to compete for upgrades to first class.

Air France is aiming to raise awareness for its newly-launched Business Cabins in Asia and the Pacific region through a new mobile game which allowed travellers to compete for an instant upgrade on flights to Paris. To help realizing of this aim, Fred & Farid Shanghai created the social mobile game “Upgrade Challenge” 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. Travellers are handed tablets and encouraged to compete in a game called “Cloud Slicer”, where they have to swipe the screen to cut up clouds.

At the end, the top scorers were instantly upgraded to the new Business cabin, while the runners-up won seats in Premium Economy. Winners of the new Business Cabin seats received their new boarding passed from the pilot himself.

The competition has since been extended to a regional level in which all Air France passengers flying from China, Hong Kong, Singapore, Indonesia or Japan can now compete against each other and only the best scorers of the month in each country will have the chance to be upgraded on their next flight to Paris.

It targets customer engagement at a key point of attention opportunity, when people are waiting for their flight and likely nose down into their devices.

The game and associated campaign were put together by Fred & Farid Shanghai, and were launched with the transformation of the boarding gates of Singapore’s Changi Airport and Kansai Airport in Osaka, Japan, into gaming arenas.

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