Viva Macau tags the tarts online

VIVA MACAU   DIGITAL CAMPAIGN   FLUID

Macau - Viva Macau Airlines has rolled out a digital campaign by hiding its famous Portuguese egg tarts around the city - virtually as part of an online game to create buzz for its brand.

The airlines has tapped Fluid Hong Kong using social and digital marketing to promote its growing list of international destinations into five key territories from Macau, Vietnam, Indonesia, Japan to Australia. 

Tag the Tarts, a hidden object game that gets users to hunt down Macau's iconic Portuguese egg tarts forms a key highlight of its microsite where players get a chance to win free air tickets on Viva Macau. 

First phase of the game was released on Christmas eve in 2009 that ran for a week and the second round will reopen tomorrow that will run until mid February this year. 

Glady Tung, general manager, marketing for Viva Macau, said this is the first time they've commissioned this kind of initiative for Viva Macau.

"We're proud to report stand-out results, not only are we engaging customer's in a fun and meaningful way, Tag the Tarts is generating significant uplifts in our web traffic and email sign up," Tung said.  

eDMs and mobile marketing will be used to raise awareness of its microsite.

A branded YouTube page for Viva Macau is also in the pipeline to drive viral to the microsite that is closely linked to the airline's main site.     

"Purposely building viral campaigns can be a gamble, clients have to be prepared to take a bit of a risk both in terms of the kind of edgy themes and content commonly required and the potential loss of control over the delivery of your message," Nic Tinworth, digital director for Fluid said. 

He added it's been great to see a local brand unafraid of taking up this challenge and make proper strategic use of their digital assets and online network to spread the message. 

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