Agency: Wieden & Kennedy
Air New Zealand has partnered with Hasbro, the toys and games company, to create an online version of Cluedo, giving people the chance to win either a trip to Los Angeles or a trip to New Zealand.
The game is centred on the murder of Air New Zealand's puppet mascot, Rico, at a party in his mansion based in Los Angeles, and features a bank of celebrity suspects.
The celebrities include: rapper Snoop Dogg; Hugh Heffner's ex-girlfriend, Holly Madison; New Zealand All Black rugby player, Ma'a Nonu; E! News presenter Guliana Rancic; 80s fitness personality Richard Simmons and New Zealand TV and radio presenter Paul Henry.
Jodi Williams, international marketing director, Air New Zealand, said: "Rico’s core purpose over the past year has been to draw global attention to our revolutionary new economy Skycouch and premium economy Spaceseat.
"As a small airline at the bottom of the world we haven't had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk