Solution
Research showed that our target audience’s favourite activity was playing mobile app games, so we sought a way to “gamify” our campaign, both to engage travellers, and get them to associate the Pegasus brand with digital and mobile excellence.
To accomplish this, we had to do something that had never been done before: develop an interactive one-day sponsorship of the live quiz app Hadi (a local take on the better known app-based game HQ).
Push notifications went out to more than 14 million users, enticing them to watch an online video that showed off Pegasus’ revamped digital channels.
As well as showcasing Pegasus’ new easy-to-use app and booking platform, the video also contained 15 clues. So, after viewing the video, users tried their hand at the Pegasus branded game. If they picked up on enough clues, contestants could answer questions and win a chance to be one of 50 winners of a free flight. Users who hit a snag could earn extra lives by downloading the Pegasus mobile app.
This was the first time the Hadi game was leveraged in this way, and other advertisers soon followed this innovative approach. As they say, imitation is the sincerest form of flattery.∂
