MMGY Helps Lufthansa Announce New Nonstop Service with Engaging Activation
To celebrate and promote new nonstop service from San Jose, CA, to Frankfurt, Germany, Lufthansa engaged MMGY Global to create a unique experiential marketing activation targeting Silicon Valley’s tech-savvy international travelers.
Over the course of three days at Santana Row, a premier outdoor shopping district, Lufthansa’s “flight attendant” street team approached shoppers and invited them to participate in a fun opportunity to win airline tickets to Europe.
Participating consumers were greeted with large, Lufthansa-branded video displays detailing travel to Europe and a digital game to win prizes. To play, participants scanned their “tickets” to trigger the start of the game – a photo challenge featuring iconic European landmarks. For a few lucky participants, the airline tickets triggered something different: a live, real-time video stream with a Lufthansa flight attendant in Frankfurt and free airline travel to Frankfurt.
Reaction and engagement were overwhelmingly positive. But most importantly, Lufthansa was able to truly connect the people of San Jose to those in Frankfurt.