Scandinavian Airlines (SAS):::Globe of fortune

The travel industry has been hamstrung by the economic crisis, with people being cautious with their cash and opting for "staycations" (holidays that don't involve overseas travel).Scandinavian Airlines (SAS) wanted to drive business by releasing 650,000 low fare tickets on all SAS routes worldwide. SAS wanted to encourage people to be more spontaneous and impulsive with their flight purchases, breaking through people’s widespread financial caution, given the tough economic climate. The aim was to give people an excuse to leave it all behind.

SAS teamed up with Facebook to create an application that centred around spontaneity. The result was the SAS Globe of Fortune. Visitors to www.sasglobeoffortune.com are greeted with a globe application that links to their Facebook profile. Players get to choose their preferred Scandinavian departure airport and then spin the “globe of fortune”. This then randomly selects a destination, ranging from Europe to Dubai and Bangkok. They then get to randomly select one of their Facebook friends from a carousel to go on the trip with.

Players get 10 spins in total to find the best combination, be it going with their ex-boyfriend to Kiev or with a new best friend to Chicago. Having found the right destination they must submit a reason why they should get that trip for free. Players have to be at least 18 and have at least 25 Facebook friends. The competition runs until the end of August and 100 people will win a Globe of Fortune trip for two.

BRAND:SAS

CATEGORY:Travel/Airlines

REGION:European

DATE:Aug 2009 - Sep 2009

AGENCY:Crispin Porter + Bogusky

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