Promoting marathon partnerships in key cities
A new long-haul experience for AirAsia
AirAsia swapped wings for sneakers, signing on as the airline sponsor for the Auckland and Gold Coast Marathons, and BonBon proudly joined its support crew.
We were tasked to create a memorable experience and brand engagement for runners, spectators and members of the public at pre-race expos and race precincts near the finish line. Our focus was to create a highly engaging activation that would captivate runners and spectators, highlight AirAsia's routes and boost brand recognition. Interactive elements included an instant spin-and-win merchandise giveaway, a data-driven online competition and a lively photo booth.
This collaboration successfully showcased AirAsia's extensive network and introduced its routes to the travelling adventurer.
CONFETTI-WORTHY RESULTS
8 Days on the ground
〰️
1500 Competition Entries
〰️
6 Lucky Winners
〰️
2 AirAsia hype crew TikTok dances
〰️
8 Days on the ground 〰️ 1500 Competition Entries 〰️ 6 Lucky Winners 〰️ 2 AirAsia hype crew TikTok dances 〰️
FROM CONCEPT TO CREATION
-
We kept AirAsia's brand goals top-of-mind to ideate and create interactive and immersive elements to engage their target markets. Delivering creative, in-real-life solutions to meet the brand's need.
-
BonBon leveraged its strategic nous to engage partners and manage benefits fulfilment.
-
BonBon limbered up and managed AirAsia's brand activations across dual sites in each marathon city.