KLM: Scratch & Win
Until June 13th Klm, the Dutch airliner, runs on its Web sites the game Scratch & Win. In order to write an article for MyTech.it (published today) I’ve asked the company a couple of questions on the advergame. These are the answers I received from Youssef Eddini, Head of Staff & Press Commercial.
Do you run the campaign world-wide?
The game is live in 38 countries world-wide.
How many tickets are you giving away?
In each country participants can win tickets to various European destinations.
Which is the agency that created the campaign?
Avance Interactive B.V. A company based in Hilversum, the Netherlands.
How many people have been playing the game since its lauch? And how many do you expect will be playing it in the future?
Several 10.000′s of people worlwide. We see that especially in Italy and Germany people are very interested to play online games.
What is the goal KLM wants to reach with this campaign? Is it branding? Online tickets sales? Both?
We’d like to offer our visitors to the website and the subscribers to our newsletter interactive entertainment on a regular basis plus a chance to win interesting prizes.
I’ve seen that KLM has often used online campaigns to promote its brand. What’s the company’s attitude towards online advertising?
Online advertising is used as a regular part of our total communications mix and is present in almost all of our campaigns.
Do you believe it’s an effective way to connect with customers?
The effectiveness of online advertising differs per objective and target group of course. With KLM’s current drive to increase the number of online transactions dramatically, the online audience has a higher likelihood of actually using our online products and services. Coverage within that online target group is therefore very important to us.
In particular, do you trust advergames and advertainment to help you reaching your marketing goals?
Advergames and advertainment support the attractiveness of your site. As long as the entertainment offered on the site bears relevance to the product offering, we do believe it support actual conversion to sales.
And you, what are you waiting for? Scratch & Win 
