Etihad Airways launches clever digital game tied in to Formula One

It’s rare for airline digital branding campaigns to be truly entertaining, so we give mad props to Etihad Airways for its Race Through Yas Marina microsite.

Users can play an on-screen game, racing a car around a simulation of the course — learning facts about Formula 1 (“Yas Marina Circuit is also unique as the only track with an underground pit lane”) and the airline along the route.

When users reach the finish line, they’re offered a chance to sign up to receive deals from the airline.

Since 2009, the national airline of the United Arab Emirates has sponsored the Formula 1 Abu Dhabi Grand Prix at the Yas Marina Circuit.

The next event happens on November 2-4, 2012 and is expected to draw 50,000 spectators. You can play the digital game at Etihad’s website.

Earlier this year, the carrier hired the London firm LBi to manage the global digital media strategy

Related posts:

1. Sabre wraps up billion dollar contract with Etihad Airways
2. What Else? Tourism Australia-The Smiths, Etihad Airways, HRG, Affiliate Window
3. Students devise formula to improve travel click throughs