JAL builds a social media campaign, one block at a time

May 9th, 2012 by Felicity Hughes

Play with blocks and possiby win a round trip from Tokyo to Boston

To celebrate its new route from Tokyo to Boston, JAL has launched a nifty social media campaign called “JAL Social Block Art.” Also available in English for U.S. residents, those taking part get the chance to win air miles, special key holders and even a pair of tickets between Tokyo and Boston. Only users who register via Facebook or Twitter can qualify to win prizes, potentially making it a great viral campaign.

Once signed in, you’re presented with 3-D blocks to play with; competitors can add colors and remove or add mini blocks. If you hit on the correct combination of blocks, you’re automatically entered into two lotteries. The first lets you know immediately if you’ve won a key holder or air miles. The second is for round trip flights and is drawn at a later date.

10→1 design Works, the firm behind the sites, was also responsible for the award-winning Uniqlo Lucky Line website, which also used social media to allow customers to virtually stand in line at new Uniqlo stores in Tokyo and Taipei for a chance to win prizes.

On March 28, the day the campaign launched, 160,000 blocks were made. However, the Twitter feed suggests that the majority of entrants are Japanese. Granted, the default language of teh site is Japanese and the English button is a little hard to spot.  English-language promotion of the site has also been scant. With foreign tourism still flagging after the quake, you’d think JAL would be making a bit more noise.

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One Response

  1. I fly from Australia to Japan very often…JAL is not the airline of choice for any Australian. Old planes, bad service all the usual JAL stuff. So, not worried about the trip to Boston, as very few Australians will use the service. Upgrade the service from “down under” and we will come back to Japan in droves!


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