The Offer: Important Indian holidays fall in October and November, so Lufthansa introduced a campaign to celebrate Indian food. Lufthansa’s Flavors of India microsite visitors enter to win weekly prizes such as an iPad, or they can submit an Indian food recipe for the shot at two roundtrip tickets to India with a two-night stay. Participants share their recipes through social networks.
The Data: US residents register by providing basic demographic information, and they can opt in for future messages from Lufthansa. To drive participation, it offered a round-trip ticket to India to the registrant referring the most people to the site through social media.
The Channel: All entries and voting took place within the microsite, which also includes information on the airline’s flights to India and a booking portal.
The Creative: Branded in Lufthansa’s gold and blue, the microsite’s creative showcases professionally prepared Indian cuisine, as well as user-generated recipe photos.
The Verdict: Just as Indian food has many layers of flavor, so does this smart promotion, which involves raffles, a contest for wannabe chefs and brilliantly baked-in viral elements. The viral components allow this program to scale. It gets my highest accolades.
