MEDIA-I: Airline wins over Japanese youth through i-mode

<p>TOKYO: Ogilvy Interactive has reported a 500 per cent increase in </p><p>traffic to the Northwest Airline's website, following the launch of a </p><p>mobile campaign via i-mode in Japan. </p><p><BR><BR> </p><p>The campaign targeted young Japanese travellers, a segment which </p><p>Northwest had difficulty reaching in the past, and aimed to increase </p><p>membership as well as drive sales of tickets. </p><p><BR><BR> </p><p>The campaign included Treasure Hunt USA, a 50-day quiz game on i-mode, </p><p>where users could answer questions to win free flights and bonus </p><p>miles. </p><p><BR><BR> </p><p>According to Ogilvy Interactive, the game attracted 140,000 unique </p><p>players, while costs were "far below anything previously done with </p><p>direct marketing or on the web". </p><p><BR><BR> </p>