Northwest Airlines was the first non-Japanese airline to have a presence on the official i-mode director. To further leverage this first-mover advantage, we created a dynamic i-mode game to attract new customers, increase brand awareness, and open the possibility for a permission based relatoinship. The mobile medium is growing rapidly in popularity with a particular appeal to the young Japanese that we wanted to target with this campaign. We wanted to present a light, bright and approachable face to NWA and travel to the US. Pulling down the substsantial barriers to overseas travel perceived to be rather intimidating to many young Japanese. Treasure Hunt USA, a 50-day quiz game on i-mode was key because it offered new game play everday and fostered interest in the USA through a series of American trivia questions. Everyday players could answer a quiz question to win a state and made them eligible to win free flights, bonus air miles and other travel perks. Also virtual miles accumulate during game play could be exchanged for real air miles upon WP registration.