Massive viral operation developed online by the SNCF subsidiary in charge of CRM.

The main objectives were to collect email addresses among the Gagnez à voyager loyalty card holders, and to test this kind of communication for future actions.In “Prenez le train en marche”, the player chooses its own comic-style Flash environment and fills up a virtual train by inviting other players; they all qualify for the final draw. Affiliation, various banners and teaser emails were also part of the 8-week media plan.Facts: 240,000 emails collected (43% opt-in); 130,877 trains created; 683,694 players sponsored (99,775 registered).