As reported back in April 2015 (refer to our coverage here), All Nippon Airways (ANA)(NH) is partnering with LucasArts(TM) to promote the Star Wars franchise. The Japanese airline recently introduces updates to its online contents. Find out more within.
After four months, the dedicated website included new additions including a shop that sells specific tie-in items. Shoppers can include their ANA Mileage Club number to earn miles on their merchandise purchases.
For the time being, purchases can be made in the following four Japanese retailers with more to be added in the future:
- Yahoo Japan
- Rakuten Ichiba
Fans of both brands can also participate in a new game at ANA Planet (Follow this link to access). The game is designed for players to explore all the destinations served by the Japanese airline.
The game can be played in both 2D / 3D versions and in English or Japanese. The objective is to locate cities based on clues on the left hand side. Each city will unlock a famous line from the movie series.
When all the cities are explored, players will gain access to high definition wallpapers created for the airline.
ANA is building momentum on its Star Wars campaign with a new shopping page and game microsite. These two initiatives serve different goals.
Shopping on exclusive movie related products with the ability to earn ANA Mileage Club miles will draw a new audience to the frequent flyer program. This will create opportunity for the airline to gain a wider traveller base.
It would have been better if the shopping portal is extended beyond Japan in the near future as the majority of the audience ANA wants to attract are out of that country.
Many potential travellers may not be aware of the airline or its network. Designing a game with its network in mind will draw a new audience to all the destinations served. This might create opportunities for the airline to capture public’s interests in flying in the movie themed Boeing 787-9.
ANA should build metrics to evaluate how engaged shoppers or game participants are in the airline and to gauge interests in flying it in the future.
For the game, we would have preferred to see the airline 1. find out where the participate’s location is first, 2. providing them with a discount coupon on a future flight/bonus miles after the game is completed to draw on impulse purchases. This will also enable the airline to collect more data.
Besides these two initiatives, ANA has been sending a model aircraft to different events to increase hype. Enthusiasts can find where the model will be (here).
Expect to see more from ANA leading up to the new movie’s premiere in December 2015. This may include:
- Lounges will promote the movie and may include specific food selections
- in flight service (meals, interior decor and entertainment options) may have specific Star Wars themes
- In flight promotions (duty free products, kids toys)
- Contests (to fly the first flight with the Star Wars livery)
- Celebrations for the new aircraft and the movie premiere (perhaps use this aircraft to fly the stars of the movie to the Tokyo, London, Los Angeles premieres)
The partnership between ANA and the Star Wars franchise is one of hyper anticipation. We will continue to update on new developments in the future.
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