Lufthansa's 'Flavors of India' shows flights to India

Share this article:
Lufthansa's 'Flavors of India' shows flights to India
Lufthansa's 'Flavors of India' shows flights to India

The Offer: Important Indian holidays fall in October and November, so Lufthansa introduced a campaign to celebrate Indian food. Lufthansa's Flavors of India microsite visitors enter to win weekly prizes such as an iPad, or they can submit an Indian food recipe for the shot at two roundtrip tickets to India with a two-night stay. Participants share their recipes through social networks. 

The Data: US residents register by providing basic demographic information, and they can opt in for future messages from Lufthansa. To drive participation, it offered a round-trip ticket to India to the registrant referring the most people to the site through social media.

The Channel: All entries and voting took place within the microsite, which also includes information on the airline's flights to India and a booking portal.

The Creative: Branded in Lufthansa's gold and blue, the microsite's creative showcases professionally prepared Indian cuisine, as well as user-generated recipe photos.  

The Verdict: Just as Indian food has many layers of flavor, so does this smart promotion, which involves raffles, a contest for wannabe chefs and brilliantly baked-in viral elements. The viral components allow this program to scale. It gets my highest accolades.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.