We launched with an email for the promotion to drive recipients to the campaign website. Once there, users could sign up via facebook connect and create their plane. They assumed the role of rugby captain and recruited players to their team. Simply fill a plane with 30 of their teammates and they could fly to watch the All Blacks take on the Wallabies (Australia’s rugby team). We also allowed website visitors to interact with friends and fellow teams to create a sense of community and give fans a place to express their love for the game.

-12,233 new sign ups/planes were created. (12% above target)-832 planes were filled.-63,506 unique participants.-15,462 signed up to Special Offers.-118,435 unique site visits. (39% above target)Having already enjoyed success with a previous Grab-A-Plane promotion, Air New Zealand rightfully expected more of the same and aggressive targets were set this time around. Rather than experience wear out from a familiar mechanic, our audience embraced the new promotion wholeheartedly and the client enjoyed even greater success than before.