The BA Caribbean Challenge

British Airways wanted to promote its range of Caribbean destinations to a target audience who were wildly varied in their interests, age groups and demographics, ranging from sailing, diving and wildlife to honeymooners, older couples and families.

Agency.com commissioned Skive to develop a microsite to educate users about BA’s Caribbean offering via an interactive treasure hunt, requiring users to choose one of nine island destinations and play a short game — each one emulating that particular island’s key KSP’s.

Users were encouraged to participate for the chance to win a week’s stay on a luxurious estate in Barbados for themselves and 11 friends, as well as discounted flights for all entrants, with further incentives to drive pass on.

TBC