Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Air New Zealand challenges public to solve mascot murder
By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Friday, 02 December 2011 09:45AM
Air New Zealand has released an online Cluedo competition challenging people to solve the murder of its puppet mascot Rico.
Air New Zealand: rolls out Cluedo competition
Air New Zealand has partnered with Hasbro, the toys and games company, to create an online version of Cluedo, giving people the chance to win either a trip to Los Angeles or a trip to New Zealand.
The game is centred on the murder of Air New Zealand's puppet mascot, Rico, at a party in his mansion based in Los Angeles, and features a bank of celebrity suspects.
The celebrities include: rapper Snoop Dogg; Hugh Heffner's ex-girlfriend, Holly Madison; New Zealand All Black rugby player, Ma'a Nonu; E! News presenter Guliana Rancic; 80s fitness personality Richard Simmons and New Zealand TV and radio presenter Paul Henry.
Jodi Williams, international marketing director, Air New Zealand, said: "Rico’s core purpose over the past year has been to draw global attention to our revolutionary new economy Skycouch and premium economy Spaceseat.
"As a small airline at the bottom of the world we haven't had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations.
"Thanks to Rico they have had fantastic exposure in our core international markets and beyond."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
Related articles
- Brand Manager of the Week: John Wilhelm, Air New Zealand
- Air NZ becomes 'official airline of Middle Earth'
- Air New Zealand safety video features Snoop Dogg and Obama
- Air New Zealand gives consumers cashback for social media plugs
- Air New Zealand backs Skycouch with quirky videos
- CREATIVE STRATEGY: Do the boring bits have to be boring? No, says Air NZ
- Air NZ recoils from provocative crew in latest push
- Customer's tweet inspires Air New Zealand ad campaign
- Air New Zealand cabin crew appears nude in TV campaign
- Air New Zealand staff strip for eye-catching safety video
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Ad Ops Trafficker (Online/ Digital) Digital Gurus £20000 - £30000 per annum, City of London
- Lead UI Designer: (User Interface, Interaction, Conceptual) Creative Recruitment £45000 - £65000 per annum + Negotiable, London
- Ad technology Platform Account Director Ultimate Asset £60000 - £70000 per annum + +comm+stock, London
Highest rated
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
