Marketing campaigns are most successful when a key ingredient is singled out and executed well.
This time around, Air France-KLM has picked its frequent flyer program, Flying Blue, as its marketing focus.
The campaign is designed like a game, much similar to KLM's space flight campaign.
A person called Mr Miles travels around the world from 17 to 26 June, 2013 visiting a different destination every day.
Mr Miles gives a clue in his Twitter account for followers to locate his destination.
Users have to navigate to Mr Miles page, pick a continent, and choose one place among the nine destinations in that continent.
Below screen grab shows three destinations (among nine) for South America.
Every day, a user gets only one chance to guess the location of Mr Miles.
For example, Mr Miles posted the below tweet (clue) on 19 June, and finally he revealed that he was in Rio on that day.
In the case of a user marking the wrong location on the map, the system gives three more chances as long as the user invites three friends. I was invited by Tnooz reader Jagadish Gandhi to join in.
If a user marks the correct location of Mr Miles, then instant miles are awarded. For detailed rules regarding winning miles, read this.
A total of three million miles can be won as part of this campaign.
There are quite a few success stories in the travel industry of marketing campaigns designed like a game. The best part is, the social element is leveraged by the design of the game and this ensures greater participation.