In todays social media saturated world it’s increasingly hard to get cut thru, so your campaigns have to be more and more creative. Burton and JAL have certainly achieved that, targeting a very particular market … Business class flyers heading to Tokyo, who snowboard.
The campaign comes with a microsite, and a video, albeit not quite an accurate depiction of how the campaign works (you have to pick the board up in Melbourne). Regardless, it’s a good story.
It would be interesting to know what outcomes were desired, or achieved?
Check out the microsite, https://japanairlinesboardingpass.com.au, or watch the video: