Traveling The World By Air France

Objective

Air France sought to inspire global travel aspirations and strengthen brand awareness across its international network by creating an engaging interactive experience. The campaign targeted digital audiences interested in travel and exploration, positioning Air France as a gateway to worldwide destinations and cultural experiences across five continents.

Solution

Players embarked on a virtual world tour using Google StreetView to explore 40 Air France destinations across 5 continents, completing 157 location-based challenges. The game featured five challenge types: image identification from iconic sites, time-based speed contests, cultural knowledge questions, coded puzzles, and map-location tasks. Each participant received a personalized passport to track progress, advancing through their home continent before unlocking global locations. Built on HTML5 with responsive mobile design, the experience was hosted on a custom microsite. Completing all challenges earned players a grand prize: a round-the-world Air France ticket. The campaign also included street marketing events where fans could attempt real-world versions of the challenges.

Results

The campaign engaged 100,000 users, with players completing 1,285,000 challenges and an average session duration of 31 minutes and 20 seconds. 4,200 users finished the entire challenge set.