Kiweets Twitter Game for Air New Zealand

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  • KiWeets Twitter Game – Air New Zealand
    First time-based trivia game built on Twitter.
  • Gaming Twitter
    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.
     
    Defining Success 
    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)
  • Gameplay
    First, we would publish a question online via Twitter:
  • Then players responded with the answers publicly:

    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.
  • Players (and gawkers) were able to watch the game in real time through Twitter search tools. The sheer transparency was unprecedented; participants could see everyone else’s answers, performance and victories as they happened. Most game promotions and giveaways are done behind closed doors. With KiWeets, we were able to announce winners online and almost immediately see and promote their surprised reactions as well as the congratulations from other players.
  • The promotion was successful in spurring ticket sales from N. America to New Zealand. It also established an entirely new marketing vehicle and extended audience for future promotions by Air New Zealand. KiWeets has garnered many fans and was featured on mashable.com/2009/10/22/air-new-zealand among other sites as a case study on how brands can successfully leverage social media to engage, entertain and reward participants. KiWeets also received the SoMe Social Media Award for “Best ROI” following its impressive performance.
  • Awards:
     
    2010 IAB MIXX Award finalist – 'Best Brand Positioning & Awareness'
    2010 SAMMY Award finalist – 'Best Brand Use of Twitter;
    2010 SoMe Social Media Award winner – 'Best ROI'
    2010 SoMe Social Media Award winner – 'Best of Show'
    2009 Mashable Open Web Award finalist – 'Best Brand Use of Twitter'