Best Mobile Project : Big Chip Awards

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Shortlist 2012

Apposing with CSL Sofas Augmented Reality iPhone App
Cupple with Cupple
Mosquito Digital with Auto Trader iPhone App

2012 Criteria

Submissions should demonstrate how the use of mobile devices has enabled the execution of a project, product or service, or has been used to increase its effectiveness in delivering business or other tangible objectives.

Award History

Winner 2011

Matmi with Optathlon

The judges said

The judges were very impressed by this project which enabled customers to access new and exciting offers while enjoying games on their mobile phone. It ended up being played over 2 million times. A truly remarkable effort and great use of the mobile platform.

Entrant’s description

In 2010, United Airlines decided to release its range of flight upgrade options to all passengers rather than Premium flyers only.

The challenge was that people didn’t understand the flight upgrades until they’d tried them – and so the “Optathlon” campaign was born.

Passengers were directed to a suite of 5 online/mobile games where they could win the upgrades instantly. Each game represented a different upgrade.

As the campaign closed, the games had been played over 2 million times and 85,000 passengers won free upgrades, earning millions of dollars’ worth of additional revenue for United Airlines.