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Connect 4 with Emirates

Atmosphere Proximity

To raise awareness for the airline and remind everyone about the excitement of international travel, Emirates Airline and Atmosphere Proximity built the news of Emirates adding a fourth daily flight from JFK into 20-foot-tall game of Connect 4 in New York’s Herald Square.

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  • Challenge

    When Emirates Airline added a fourth daily flight from JFK, we needed to use the occasion to raise awareness for both the airline and the excitement of international travel.

  • Solution

    To celebrate four daily flights that connect to the world, we created a 20-foot-tall game of Connect 4 in New York’s Herald Square. With game pieces featuring global destinations, the flight crew calling the shots and free airfare for two hanging in the balance, our Connect 4 experience inspired hundreds of New Yorkers to dream of global adventure. To power more participation through social, we extended the event to Instagram with a virtual scavenger hunt, where each tile in a horizontal four-city panorama revealed clues to a hidden game piece and the chance to win a final pair of business class seats to a dream destination.

  • Results

    1,120 contest entries for the live event with 1,452 unique followers on the Instagram contest channel, with each follower interacting an average 3.26x. The campaign drove 178,000 visits to the homepage, and most importantly, during the campaign, Emirates flights originating from JFK saw a 63% average lift in bookings as compared to the same time period the year before.