Cathay Pacific Creates Magical Customer Experience with Flarie Gamification

Cathay Pacific, the Hong Kong based airline, wanted to celebrate the Mid-Autumn Festival. It’s a magical time of the year, celebrating the harvest and full moon. Traditions include the fire dragon dance, timeless tales, lanterns and of course mooncakes. It’s a major opportunity for them to connect with their audience. They were therefore interested to see how they could create an experience tied to the festival that would boost web engagement, strengthen CRM and also overall positivity towards the brand.

The Solution

To address this, Cathay Pacific used Flarie Studio to deliver a festival-inspired gamification experience. They created a ‘Mooncake'-themed puzzle game, a perfect match for their audience.

Participants were set a challenge to reach a certain score. Those that did were entered into a raffle to win prizes. These included two economy flight tickets, 'Asia Miles', theater tickets and limited edition mahjong sets. The more you played and interacted with Cathay Pacific, the more chances you had to win.

The game was seamlessly embedded into the website using Flarie’s iframe feature, distributed through CRM emails and organic social posts.

The entire campaign was live within a month - creating a fun and engaging experience across touchpoints.

The Results

Mid-Autumn Festival went off with a bang for Cathay Pacific, with the gamification solution passing all expectations.

17K

Players in 30 days

24 minutes

Average playtime per person

10%

Email CTR vs 1.5% bench

8%

Organic Social CTR vs 2% bench

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“Flarie Studio added a fun, engaging element to our Mid-Autumn Festival celebrations, which resonated well with our customers. We're looking forward to further developing our gamification strategy with Flarie.”

— Tiffany Yiu, Digital Sales Executive - Cathay Pacific