It’s the FIFA World Cup season and the world is enveloped with football fever. Although India has not qualified, the country has many football enthusiasts who are eager to watch their favourite players and their favourite teams score in Brazil. Brands are also leveraging the occasion to engage with their football loving community. Lufthansa India, one of the leading European airlines in India has launched ‘Nonstop Football’, a month-long Facebook campaign that will test and reward true football fans with FC Bayern Munich football jerseys.
Winning a football jersey from FC Bayern Munich, the most successful club in German football history is a proud possession for football fans. And Lufthansa is giving away 12 of these to the 12 right answers in the contest.
The Nonstop Football contest presents a series of 12 multiple choice questions for a chance to win 12 jerseys. There will be 3 new questions on soccer legends each week for 4 weeks, where one has to just click on the correct answer option and submit. All the correct answers will be entered into a lucky draw for one of the 12 football jerseys.
Designed and executed by digital agency MRM worldwide for Lufthansa India, you can participate in Nonstop Football through the app on Lufthansa India Facebook page. There is no need to ‘like’ the page, all you need to do is register with your personal contact details. Click on start, then kick off to answer the question in the quiz.
The app also lets you invite your friends to participate.
The tab for ‘Prizes’ features the jerseys while the ‘Winner’ tab will be populated with the winning names each week.
The contest is being promoted on the Lufthansa India Facebook page to its 445K fans.
Engaging the community
Lufthansa India has always been keen on engaging its Facebook community with a number of fun contests like solving crosswords, quizzes and parking games. This time around the airlines brand has leveraged FIFA fever to design a simple contest for its fans. The relevant gratification in the form of football jerseys of the most successful club in German football history, only adds to the attraction. Design wise, the ‘Nonstop Football’ Facebook app is a simple one with smooth navigation and all information provided within the app itself.
This March, the brand had hosted ‘Nonstop New York’ Facebook crossword contest where in addition to creating awareness about NYC, fans got the chance to win a stay at iconic hotels in Manhattan. In February, the brand got fans to park the A380 through a Facebook app, for a chance to win aircraft models, retro mugs, backpacks, clocks, loudspeakers and more.
Nonstop Football is again a campaign aligned to Lufthansa India’s objective of engaging with the community, while building brand affinity.
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This article was written for Business 2 Community by Alan Draper.
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