S7 Airlines “loaded” 5 million miles onboard their airplanes for the promotion. The app keeps track of all S7 and oneworld® alliance plane locations relative to the user. The combination of GPS technology and flight timetable allows catching “miles” and turning them into free airline tickets afterwards. Whenever plane flies over the mile collector’s head, he or she receives an alert message about the jet’s route. Having that notification opened, the participant gets 1, 2, or 3 bonus miles depending on the flying range. Also app users get extra miles if they share your catch on Facebook or Twitter page. Every user participated in the global Catch-a-plane ranking TOP 10: the luckiest and the most active mile catchers won free airline tickets.Every alert message includes the route details and an indicative fee for the flight. This information is enough to proceed with the booking directly from the app.

Within one month after the app launch, it calculated 47000 installs, 29000 new frequent flyer program subscribers,and became #1 in Apple Top travel apps in Russia.

The effect:

- Due to the campaign, people realized just how huge S7's network is, and they learned about their various routes and low prices

- With more than 48 000 instalments within one month, the application set new records for branded apps in Russia

- The app has reached #1 in Russian AppStore, Travel category

- People were sharing S7's prices and destinations every 30 seconds

- S7 Airlines received 27 000 new subscriptions during the first two weeks.

- Over 3000 new loyalty program members. Around 900 people made the first flight during the 1st three months.