Smiles For Air Miles
This Air Miles ‘Smiles 4 Miles’ campaign recently visited 22 Canadian cities, inviting the public to exchange smiles for prizes. The ‘smile booth’, built by creative technology agency wonderMakr, used transparent LCD screens and infrared multi-touch frames from British display manufacturer Pro Display.
The campaign had a mission to reward Air Miles Canada customers for giving their best smile in front of one of five ‘smile booths’ – the booths effectively, highly modified vending machines, complete with camera, Wi-Fi connected PC, bespoke software and special campaign branding (Pro Display played its part by supplying wonderMakr with 47″ transparent LCD screens paired with 47″ intouch infrared touch frames).
Firstly the camera captures the customer’s smiling face whilst scanning their Air Miles card. The photo then appears on the transparent LCD screen, and – once the customer is happy – it is sent automatically to the customer’s email address. Behind the transparent screen, stocked in familiar vending machine rows, are the prizes ready to be released at random to lucky customers.
Mark Stewart, Managing Director at wonderMakr, said “We specialise in bringing innovative technology and creative marketing together to create something truly unique and compelling. For a high profile client like Air Miles, and such a publicly visible campaign, we needed both quality and reliability in the components of the solution”.
Finished in Air Miles livery, each booth has a name beginning with ‘A’: Adam, Alice, André, Annie and Ava. The booths make regular posts on the ‘Smiles 4 Miles’ social media accounts – Twitter handle @AIRMILESbooths – complete with the customer photos they have taken.
Rachel Macqueen, Air Miles Reward Program’s VP of marketing, said “It’s about reinforcing to our collectors that Air Miles is an everyday brand that can pop up and make your everyday experiences a little bit better. Over the first three days of the campaign the booths had more than 1,000 direct interactions and more than one million social impressions.”
Prizes range from free Air Miles, to VIP concert tickets, to a pair of first class flights anywhere in the world. And, if customers agree, their winning smiles would also appear on some digital billboards in Canada’s major cities.
Follow DailyDOOH