Air Miles Wins Over Consumers with a Smile Booth - Event Marketer

Air Miles Wins Over Consumers with a Smile Booth

2016_Ex_EX_Shopper_AirMiles
Brand: AIR MILES
Agency: T1
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2016

When is the last time you were rewarded with a smile? Through loyalty program Air Miles’ Smile Booth program, smile-sensing technology helped win the hearts of consumers in Canada who are bombarded, and jaded, by loyalty programs. On top of that, the Smile Booth gave partnering retailers and brands who hosted the booths something to smile about, too—a reported six percent increase in transactions.

The Air Miles Smile Booth was like a photo activation and vending machine in one. By holding an Air Miles card up and flashing a wide smile, the machine would snap a photo and dispense a little gift box (gifts ranged from bonus reward miles to free round-trip airfare). The cool factor: object recognition technology and smile-detection software recognized not only the card but also the consumer’s actual smile. Thanks to a transparent touchscreen previewing the little gift boxes, consumers were enticed to participate.

To amplify the program, the Smile Booth linked to digital billboards in major Canadian cities, displaying collages of smiles in real-time. Eighty-percent of visitors said they’d tell friends and family about the booth. And with 4.9 million impressions earned, we’d say this program was something to smile about.

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