Emirates Airline was adding a fourth daily flight from JFK. But with 74 international carriers operating in the metropolitan area, we couldn't just tell busy New Yorkers that Emirates offered four chances a day to connect to the world, we needed the news to stop them in their tracks.
THE EVENT ACTIVATION
In the middle of New York's Herald Square, we built a 20-foot-tall invitation to connect to the world. With our larger-than-life Connect 4 game board, global destinations became game chips and the Emirates cabin crew became our game show hosts. Hundreds of New Yorkers played in the snow for Business Class tickets to anywhere Emirates flies.
THE SOCIAL EXTENSION
After the game ended in Herald Square, it started all over again on 144 squares. Through our Instagram photo hunt, fans could explore four destinations to uncover a hidden Connect 4 game chip. Every photo revealed a clue and we filmed the Emirates cabin crew to help deliver them. Fans who found the game chip and told us their dream destination were entered for a chance to win a flight on Emirates.
This campaign achieved the following results:
Impressions/reach for social
Instagram execution had a 326% interaction rate, with each follower interacting on average 3.26x.
536,106 total social interactions including video views from YouTube.