Our goal was to boost North American interest in Air New Zealand and their destinations. Increase brand awareness and create a fun vehicle for fans to mention ANZ to Facebook friends. The tenfour team developed the “Jump Seat” Facebook game and drove traffic from banner ads within Facebook and within the larger campaign ad buy. ‘Jump Seat’ inducted you part of the flight crew and had you to recruit your Facebook friends and jet off to exotic destinations together. As part of the “Making Flying Fun Again” campaign, the kiwi airline tasks players to complete various missions to gain energy and unlock new fast-paced adventures across the South Pacific, Europe and Asia.

Players could upload pictures to create their own custom avatar. As an Air New Zealand flight crew member, players answered trivia questions, played mini games and completed onboard tasks to graduate to higher levels and more distant destinations. With each completed task or correct answer, players will receive energy points. Faster responses result in players gaining more energy points, which unlocks new levels of the game. Challenged with unruly flights, players could recruit their Facebook friends as fellow crew members and swap gifts for an energy boost.

Initial Results (First Month)
Jump Seat received great adoption with thousands playing it within hours of launch and now has over 5000 registered users. The casual game has delivered on its original charter by generating stream posts (mentions within users’ pages that were visible to all friends) via Gifts (17,893), Postcards (1529) and Invites to date. Only 11% (446 players) have now completed the highest level of the game… which leaves many more reasons for 89% of the user base to come back and continue exploring new levels and adventures.

Players currently average 4:46 minutes per session with the game (6:33 minutes for Canadians). This equates to roughly 5 fun minutes playing within a game (among Air New Zealand logo/branding/messaging) that highlights both the amenities and destinations. More importantly, it is has created a brand experience that is delightful, memorable, and remarkable to others. So much so, that 80% of the 5000+ visitors are returning players, with many joining in after being referred by other friends.

Roll-up
Now over 30,000 Air New Zealand gifts have been shared with friends and family. The results are excellent and we see the trend continuing to grow in the weeks and months ahead.

Jump Seat swept the SoMe Social Media Awards winning “Best of Show” in 2010.

Introduction and In-game Imagery

Users can customize their avatars by gender, skin tone, hairstyle (including some distinctive retro styles) and clothing. They can even upload a photo of their own face to use on the avatar.

Avatar is displayed in terminal with a choice of Air New Zealand destinations.

Interstitial page displayed while game is loading.

Example of a multiple-choice trivia game task.

Upon successful completion of a task, the user receives a boost to their energy meter, allowing a longer game play session.

Sidebar content shows "Flight Bag Gifts" which can be sent to any of the user’s Facebook friends for additional energy credits and the progress meter for that level.

As the user completes game levels, they get a postcard of their avatar at the selected destination. This can also be posted to the user’s wall page.

After the initial 3 levels produced for launch are reached, users get this screen where they can fan the app to receive update notifications and replay the arcade-style mini games.

Showing both task and level completion notices with mini postcards and in-game gift.

Gift bag item illustrations

Destination postcard series

Supporting Campaign

Animated web banners illustrating the avatar customization