KLM has launched an online viral game which will be seeded to a mix of bloggers, social media sites and social profiles that specifically target the over 50s.
The airline’s ‘KLM Jukebox Journey’ is an incentivised game focusing on music memories from four decades (the 50s, 60s, 70s and 80s) and is designed to test music knowledge with players visiting a virtual jukebox that asks topical, multiple choice questions about popular artists from each decade.
As players journey through the quiz they come across references to KLM destinations and, once all eight questions have been completed, players can register their details and enter the prize draw to win return flights to one of KLM’s specified worldwide destinations.
The seeding plan and media strategy are designed to promote the game via demographically targeted online advertising and social media outlets. KLM has also complied exclusive ‘Jukebox Journey’ playlists featuring hit songs from all four decades. The playlists can be listened to on Spotify and Last.fm, via links from the microsite.
KLM marketing communications manager Verane Brissaud commented: “It is important for KLM to support the over 50s demographic in a targeted manner. The UK’s silver surfer community continues to use a wide range of social media sites and blogs becoming savvy and increasingly active internet users. Our aim is always to target key audience markets in a light-hearted, entertaining way and we’re confident that by tapping into the music theme, our participants will enjoy the nostalgia trip. The link with Spotify and Last.fm also adds an important dimension to the game, encouraging sharing amongst friends and creating word of mouth talkability.”
‘KLM Jukebox Journey’ was created by 3 fish in a tree design.