Air Canada Earn Your Wings: Gamification for the Frequent Flyer

BRIEF

Through the creation of an online community with a competitive edge, the Earn Your Wings initiative had the goal of engaging Air Canada’s frequent flyers and business travellers, ultimately increasing ticket sales to select destinations. 

SOLUTION

The Earn Your Wings game was developed and ran for 8 editions. Participants collected Destination and Premium Badges (worth between 500 and 5,000 wings each) by booking flights to select destinations (over 30 airports worldwide).  Passengers shared and monitored their status on a leaderboard that ranked participants according to the number of wings earned.

A promotion ran concurrently with the mobile-friendly game in which participants were awarded 1,000 Bonus Aeroplan Miles for every 2,000 wings earned and an additional 5,000 miles for every 10,000 wings. At the end of the promotion, 10,000,000 Bonus Aeroplan Miles were split among the Top 25.

RESULTS

Earn Your Wings had between 40k and 50k participants per game, which included mostly Altitude members, frequent flyers and business flyers.