How Lufthansa unlocked FourSquare for Oktoberfest promo
The airline claims it is first German company to have worked with FourSquare to create a special platform so users could unlock badges as part of a wider online game.
Customers were encouraged – via the Lufthansa Facebook page – to check in at various locations around the Bavarian city during the festival.
Once three check-ins were secured the user received a Lufthansa badge on FourSquare and receive a Euro 20 voucher.
So did many people try it out?
It seems like it worked – over 2,350 Lufthansa badges were unlocked over the duration of the festival, for starters.
But more importantly around 150,000 unique users visited the microsite specifically created for the project.
Lufthansa has spent a fair amount of energy in recent months working on various initiatives to bolster its presence in social media – including the MySkyStatus service (pre-arranged tweets in-flight) and the Stephen Fry-endorsed Virtual Pilot game.
It has also developed a web bar called Social Pilot which sits across every Lufthansa page on the main website so visitors can access various elements of the airline’s community products such as its Twitter, Facebook and YouTube channels.
The latter has seen lots of activity in recent weeks as the airline gears up for full services of its Airbus A380, using the platform to run video clips of test flights and demos.
Lufthansa’s Oktoberfest project is the latest in a line of initiatives by airlines to tackle the enthusiasm by some for FourSquare with quirky promos. KLM revealed details of its Surprise project last week and British Airways also recently ran a campaign through it.
Kevin May is a senior editor and one of the co-founders at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and will be publishing his first book - a biography about electronic band, Depeche Mode - soon.