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:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.