Experiential Marketing
Mobile & Tablet App Development
Project Overview
AIR MILES’ new brand campaign took place in an over-the-top plane, touting all the extras the loyalty program provides as “gravy”. To ‘land the plane’ IRL, we built the very place people go once a flight lands; an over-the-top, 40ft luggage carousel full of prizes!
Details
In 2021, AIR MILES, Canada’s largest loyalty program, developed a new brand launch campaign encouraging collectors, particularly younger members, to dive into a world full of ‘gravy’ (i.e. extras). The brand spot, which took place on a plane, touted the luxuries of getting ‘on board’ with the AIR MILES loyalty program. FUSE Create was tasked with bringing that ‘plane’ experience to life IRL, which we did through The Carousel of Dreams.
Housed at Yonge & Dundas (Canada’s Times Square), the larger-than-life, 40ft baggage carousel became our biggest ever activation delivering luggage, and all the extras in the form of prizes, to over a thousand eager collectors over one weekend, recruiting more than 40% of them to the program. Following the success of that weekend, we activated in malls in two cities across Canada and in 2023, launched a permeant virtual version of the carousel in the AIR MILES mobile app, how’s that for extra gravy!
