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