Lufthansa Launch Event Lures Techy-Savvy Consumers
Lufthansa Airlines touched down in San Jose’s Silicon Valley district with a triple-threat activation strategy that helped bridge two cultures while promoting its new non-stop service between San Jose and Frankfurt, Germany. The brand’s #MoreConnected experience featured virtual reality, live streaming and a touch screen game to help engage its tech-savvy target. More than 11 million impressions later, it’s safe to say Lufthansa’s approach took off.
The engagement began on the streets of Silicon Valley where Lufthansa flight attendants distributed mock airline tickets that encouraged shoppers to stop by the #MoreConnected experience. On-site, consumers could scan their tickets to participate in a digital photo game featuring iconic German landmarks. Most participants walked away with a small prize, but for a lucky few, the ticket activated a live 4K video stream with a Lufthansa flight attendant in Frankfurt. The conversation included a lesson in the German language which, when translated to English, let the consumer know they had won a free flight to Frankfurt.
And for those in line anxiously waiting to see if they had snagged the golden ticket, the brand offered a virtual reality experience that offered 360-degree views of a Lufthansa first class cabin.
In the end, the brand united two cities and earned more than 400,000 #MoreConnected video views—the best of both worlds.