Air New Zealand unbuckles personalized holiday recommendations through mobile quiz
By Alex Samuely
September 19, 2016
Air New Zealand is leveraging the popularity of mobile quizzes
Air New Zealand is capitalizing on the popularity of mobile quizzes by inviting travel enthusiasts to visit its site, answer six personality-based questions and receive a personalized suggestion for a United States holiday destination.
The airline companys You say yay quiz aims to offer individuals customized flight recommendations while capturing valuable customer data related to travel preferences and marketing opt-ins. Air New Zealand teamed up with digital marketing platform Wayin to roll out the quiz, which lives on the airlines mobile and desktop sites.
Given how often travelers utilize airline services while traveling (mobile boarding passes, gate information, seat selection, last-minute flight changes, etc.), its imperative airlines maintain a strong presence on mobile channels, said Ryan Williams, head of client insights, travel and retail at comScore. Especially from an app perspective.
I suspect a large percentage of travelers have a preferred airline and, as such, are likely to download and use the app for that airline. However, these airlines must also maintain a mobile-optimized Web interface for customers who havent installed the airlines app.
Air New Zealands interactive mobile quiz serves to organically promote its United States flight destinations by asking consumers about their favorite pastimes and offering personalized holiday suggestions.
Additionally, the mobile quiz enables the airline to better understand customers preferences and collect valuable consumer data.
With the proliferation of social networks and the increase in mobile usage, the always-connected traveler is rapidly evolving and vying for attention, said Jack Oldham, marketing director at Wayin. Recent research shows by 2019, 70 percent of travelers will book trips via digital means using a mobile device.
Therefore, airline brands need to be able to create unique campaign experiences to engage and activate consumers across all digital channels during the whole buyer journey.
Air New Zealand's mobile quiz
Individuals interested in taking the quiz may visit www.airnewzealand.co.nz/you-say-yay on their mobile devices. The quiz is best-suited to a smartphone screen.
Once users tap the start button, they will be prompted to answer questions such as, Which food makes you say yay? and Which cultural experience makes you say yay?
After all six questions have been answered, consumers will be asked to input their personal details for a chance to win flights for four people to the U.S. and see their result.
The results page will display the U.S. destination recommended for each player, alongside a small description paragraph. Several of the featured locales include Boston, Houston and Los Angeles.
Players can complete the quiz in under a minute
Consumers who opt to share their results on Facebook will earn extra chances to win the complimentary flights.
This activation also helps drive campaign social sharing for Air New Zealand.
Additionally, players can choose to sign up to receive future marketing emails from Air New Zealand, a move that will provide the airline with more data for retargeting purposes.
As travelers become increasingly reliant on their mobile devices for a slew of actions such as booking accommodations, browsing potential destinations and researching flight options airlines are taking steps to ensure they maintain a strong presence on digital channels.
For example, Delta Air Lines is currently upgrading its millennial-focused mobile engagement strategy with a location-based scavenger hunt on Snapchat that invites users to find its geofilters in various Los Angeles neighborhoods for a chance to win branded perks (see story).
Some airlines are rolling out mobile activations that enable them to receive better insight into consumers location.
The results page of Air New Zealand's quiz
United Airlines and American Airlines flyers can now earn miles by sharing their location data via a new application called Frequent Flyer (see story).
However, mobile quizzes may be among the most effective ways to spread awareness about special flight deals and under-the-radar destinations.
Mobile quizzes are among the most effective ways to engaged with users, offer flight recommendations and drive purchases, said Marc Ellis, CEO of airport loyalty program Thanks Again. Another approach that Thanks Again leverages is in-app surveys, which are a great way for brands to interact with travelers while gathering valuable information about their users.
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