Lufthansa rewards Foursquare users for virtual check-ins at Munich’s Oktoberfest

We recently covered the first airlines in Asia-Pacific (Air New Zealand) and the U.S. (Virgin America) that are using the fast growing location-based social networks Foursquare (3 million users) and Loopt (4 million) to connect with consumers. In Europe, Lufthansa has just become the first airline to partner with Foursquare for a geo-social marketing campaign based around the annual Oktoberfest in Munich, which takes place from September 19 to October 4, 2010. 

An important status element of Foursquare are ‘badges’, which are awarded to Foursquare members that ‘check in’ frequently with their cellphone at the same location. For example, the ‘Jetsetter’ badge can be earned by visiting an airport 5 times, and the ‘Airport’ badge can be earned by visiting 5 different airports. 

Foursquare users who check in to three Lufthansa-approved venues at Oktoberfest will receive the special Oktoberfest badge. Unlocking the badge entitles them to a EUR20 flight voucher good for a future Lufthansa flight. A redemption code will be emailed after unlocking the badge. A micro-site details how to download Foursquare’s app and how to earn the flight voucher. It also includes tips on how to visit beer tents around Munich’s annual festival.

Lufthansa says it is the first major German brand to run a campaign on Foursquare and the Oktoberfest badge is the first badge that’s exclusive to Germany, and one of only three available only outside the US and Canada. Besides its Facebook, Twitter and YouTube presence, the airline is very active in the social ‘mediasphere’, and earlier launched its MySkyStatus notification service and Miles & More MemberScout social app for the iPhone. 

Update 30 November 2010. Travel tech website tnooz reports that over 2,350 Lufthansa badges were unlocked over the duration of the Oktober festival. Furthermore, around 150,000 unique users visited the microsite specifically created for the project.

Related articles:
Virgin America uses location-based social network Loopt to promote new routes
Lufthansa MySkyStatus lets passengers auto-tweet their flight position
Etihad and Lufthansa launch loyalty apps for the iPhone


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