EasyJet asks travellers to recognize its 10th million passenger at Toulouse Airport

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This case appears in the April 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and SimpliFlying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more » 

Tapping into the current nostalgia trend, childhood memories of the globally known ‘Guess Who?’ (a.ka. ‘Who Am I’) game were brought back to life in Toulouse-Blagnac on February 28th, when easyJet created a life-size, live version of the popular board game to celebrate the fact that in 10 years the airline had carried 10 million passengers through the southern France airport.

Situated airside, passengers were invited to get involved in a game to guess the 10 millionth passenger who was hidden in a group of 24 ‘extras’.

The rules mimicked the real-life game, so passengers has to ask questions such as “Does he/she have blue eyes? Is he/she wearing a hat?” etc, in order to eliminate as many of the 24 people with one question.

Those participants who correctly named the mystery passenger after eliminating the impostors were given free flights with easyJet. Video of the event here and more images here.

After the airport event, the airline put a digital version of the ‘Guess Who’ game online (called Enigme A Bord by easyJet France) for 10 days, which was played over 2,500 times on the first day alone.

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