Air New Zealand Launces A Clue-Style Competition To Find Out Who ‘Killed’ Their Mascot

Air New Zealand Launces A Clue-Style Competition To Find Out Who ‘Killed’ Their Mascot

In partnership with toy and board-game company Hasbro, the airline announced the untimely end of 'Rico' and sent fans on the hunt for the celebrity killer.

Claudia Cukrov
  • 5 december 2011

Air New Zealand has launched a new online campaign in partnership with toy and board-game company Hasbro to identify the ‘killer’ of their mascot in a Cludeo–or Clue as it is called in North America–style competition.

‘Rico’ rose to fame last year with his ‘risqué approach’ driving publicity for their new economy seat, Skycouch and premium economy seat,  Spaceseat. Last week the airline announced the demise of their mascot who reportedly ‘died while hosting a celeb-packed house-warming party in his Los Angeles mansion’.

Players must navigate the digital Clue board game on the ‘Who Murdered Rico’ microsite and solve the clues to identify which celebrity–Snoop Dogg; Holly Madison; rugby player Ma’a Nonu; Guliana Rancic; Richard Simmons or Paul Henry–killed the furry mascot.

Air New Zealand’s head of international marketing, Jodi Williams commented:

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. Thanks to Rico they have had fantastic exposure in our core international markets and beyond.

Check out the video below to see the campaign in action:

Air New Zealand

+air new zealand
+Branding & Marketing
+Earn media / increase exposure
+Raise Awareness
+snoop dogg

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