To promote and recommend a range of its US long-haul flight destinations, Air New Zealand launched an interactive category quiz, which neatly profiles visitors on their favorite pastimes.
Campaign Marketing Objectives
- Provide an interactive and personalized experience to promote US travel holiday flight destinations
- Understand consumer preferences to make specific holiday recommendations
- Capture zero-party data and marketing opt-ins
- Drive campaign social sharing
The Category Quiz Solution
Using Marigold Grow, Air New Zealand and the FCB agency created an immersive category quiz on their website, giving entrants the chance to win Air New Zealand flights for themselves and three friends.
The quiz involves six multiple-choice questions, whereby contestants need to select one image-based answer from nine on a series of favorite pastimes — all relevant to long-haul US travel flight destinations. For example, “Which food makes you say ‘yay’?” and “Which landmark makes you say ‘yay’?”.
Once the carefully crafted questions have been answered, contestants need to enter a few personal contact details to secure their entry to the contest. They can also opt-in to future marketing communications, providing Air New Zealand with rich zero-party data to use for personalized retargeting. On completion, entrants are recommended a travel destination based on their answers and preferences.
To encourage campaign sharing and entries, the campaign includes Facebook social sharing functionality, and entrants who share the campaign are able to enter the contest again.
Results
- 38:1 ROI
- 100K zero-party data records captured
