KiWeets was an online promotion developed for Air New Zealand by tenfour. The promotion used Twitter (the social media tool) as a platform and we developed a trivia game that would reward both casual and competitive players. Players followed the @KiWeets Twitter alias and received trivia questions about New Zealand and Air New Zealand products at random times daily. Players with correct answers were entered into a daily drawing for a free round-trip flight to New Zealand (29 trips total). Additionally, for the truly competitive, we added a time-based component that (automatically) rewarded points for how quickly respondents shared their correct answers with us… along with the rest of their network. The top score at the end of the contest won a Business Class ticket to New Zealand.
KiWeets pushed Twitter promotions in many ways:
1. Prize value was paramount. Twitter contest prizes are typically an iPod a day or an iPhone per week. Our KiWeets prizes were $1,000 trips of a lifetime on a premier airline – awarded daily.
2. Many previous promotions were based on participants appending tweets with a particular #hashtag in order to enter. These hashtags could be appended to any tweet – often times unrelated to the brand/contest. Hashtags, like “#moonfruit,” left much to the imagination for casual viewers. We required players to reply publicly to @KiWeets which allowed us to dedicate an entire Twitter alias to the promotion, complete with profile links (to a dedicated microsite) and wallpaper branding.
3. No other Twitter game/contest has been based upon points tied to the speed of correct responses – especially cumulative points over a period of 4 weeks.
Air New Zealand’s goals were to generate awareness and interest in traveling with them to New Zealand. tenfour managed to boost sales of NZ tickets in significant ways with the larger “Make Flying Fun Again” campaign which included KiWeets, in addition to the ‘Jump Seat’
Facebook game, and the ‘New Zealand. Spot-On™’ iPhone app, among a myriad of banner buys. The campaign duration was extended twice due to the sales response of the creative components and digital diversions.
tenfour utilized the Twitter API both to score players and to measure participation with the promotion. The results were astounding:
• 20,000+ brand mentions
• 3,000+ followers
• 4 million+ organic brand impressions (reach)