In a world first, we gave every New Zealander the chance to win their own plane for a day. They could fill it with 40 of their mates and fly it anywhere in NZ. Along the way, it became the country’s largest ever online promotion with over 5% of the population taking part.

The Air New Zealand Grabaplane promotion captured the nation’s imagination and got their fingers clicking. Half a million unique visits, over 13,000 planes created and nearly 1.5 million page views. In fact over 5% of the population took part. Radio, TV, Blogs, Social Network sites and press went wild, and Bob Smith became Air New Zealand’s newest captain. Just for one day.