Xcom.

SUMMARY

Flight Centre partnered with Sony Pictures for an exclusive online promotion – the Captain’s Mission – to celebrate the launch of the 23rd James Bond film, Skyfall.

Flight Centre offered customers the chance to enter a competition to win a Bond Experience holiday, valued at $120,000 for two people travelling first class and staying in luxury resorts in China, Macau, Turkey, Scotland and England.

Weekly prizes included two tickets to the Australian movie premiere of Bond Skyfall, held at Sydney’s prestigious State Theatre, Sony gadgets and Bond-related merchandise were also featured. Daily prizes included movie ticket double passes to see the film.

BACKGROUND

The previous Bond-related campaign conducted for the launch of Quantum of Solace by Flight Centre and XCOM was wonderfully successful in terms of the target objectives, so this creative campaign adds social media integration for frictionless sharing and a layer of storytelling and reward to drive-sustained user engagement and participation.

OBJECTIVES

• Increase Flight Centre's national email subscriber database by acquiring 100,000 new subscribers.
• Create maximum exposure for the movie franchise & the premiere of James Bond Skyfall.

AUDIENCE

Flight Centre has a broad age-based demographic of people aged 25–54. However, the primary target seed segments for the campaign were:

• National email subscriber database.
• National high value store-based customer segments.

SOLUTION

• An online competition campaign site “The Captain’s Mission” was built that allowed entrants to register, choose a travel partner, complete missions by finding the hidden Bond gadget and then sharing their success and ultimately the competition with their friends via social media and email.
• Each friend who entered the competition gave an extra chance to the person who referred them in the daily, weekly and main prize draws.
• Each mission completed provided entrants with a $25 Flight Centre voucher with four missions available to complete during the three month campaign period.
• New mission launches provided a reason for users to come back and participate further in the campaign.
• Completing each mission gave users an entry into the draw to win the major prize – to ‘Travel like Bond’, while weekly and daily prizes encouraged ongoing participation, interest and sustained acquisition.

• Traffic driving elements for this campaign included Facebook organic posts and paid advertising, SEM, Display performance networks, launch and re-marketing emails to the existing database, display banners, in-store posters, collateral and other offline and ATL media.

RESULTS

• 269,760 unique entrants to the competition.
• Acquired over 100,000 new subscribers.
• The competition was shared within the campaign itself a total of 917,017 times across email and social media.
• Increased Flight Centre Facebook brand page ‘Likes’ by 30%.
• 225,664 missions completed by entrants with a rewarding incentive of $5,641,600 total vouchers distributed.
• One very happy main prize winner who will be travelling like Bond with their partner around the world, 83 daily prize winners and 13 weekly prize winners.
• Flight Centre internal consultant competition helping share the campaign further with prizes including Skyfall Australian premiere tickets and James Bond 50 Year Anniversary Blu-Ray box sets.