Traveling The World
- Brand
- Air France
- Year
- 2014
- Objective
- Awareness
- Industry
- Travel & Hospitality
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- KRDS
Objective
Air France wanted to put its full route network in front of a global audience and get people excited to fly — not to sell tickets directly, but to build awareness of the destinations it serves and the offers tied to them, across 8 languages and international markets.
Solution
Players open a personal passport and drop into Google Street View, starting in the cities on their home continent before unlocking the rest of the world. Each city holds a string of tasks played out on the actual streets: snapping a photo of a specific landmark, racing a countdown, identifying a city from a postcard clue, or hunting down a hidden code or map point. Clearing tasks stamps the passport and earns badges — 18 in all — which in turn unlock new bonus challenges released week by week. Finish tasks across all five continents and the player is entered into a draw for a round-the-world Air France trip.
Results
100,000 users engaged with the game in its first month, completing 1,285,000 challenges between them; 4,200 users finished all 157 challenges. Average session length ran 31 minutes 20 seconds. Uptake was immediate: within 48 hours of launch the site had drawn more than 15,000 users, logged 140,000 completed challenges, and seen over 130 players already finish every challenge.
- 1
The campaign site invites the player to prove they have what it takes to be a globetrotter, with the interface available in 8 languages including English, French and Chinese.
- 2
The player receives a personal travel passport that serves as the main progress screen, starting with the cities of their own geographic region unlocked while the rest of the world opens up later.
- 3
On a map of 40 Air France destination cities across 5 continents, the player picks a city and then one of four task types offered there.
- 4
Most tasks drop the player into Google Street View, where they navigate the real city streets as the orange pegman.
- 5
Task types vary: photo tasks send the player to a specific spot to capture a named landmark, postcard tasks ask them to identify the right city among 12 postcards without entering Street View, timed tasks set a route against a countdown, and search/riddle tasks have them answer a culture question, find a hidden code, or pinpoint a location using clues found in the panorama.
- 6
Each completed task earns a point and a stamp in the passport, and the player also collects up to 18 badges for special achievements, such as doing at least one task on every continent or clearing all photo tasks.
- 7
Badges unlock bonus challenges that are rolled out in new batches every week, giving players a reason to come back.
- 8
Completing tasks on all 5 continents — as few as 5 tasks total — qualifies the player for a sweepstakes to win a round-the-world Air France ticket, though the most dedicated players work through all 157 tasks.
- 9
The game carries over across desktop, tablet and mobile, and extends offline through street-marketing activations in Paris, Singapore and Delhi where passersby try a task at real-world scale.
