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KLM Space - Tomorrow Awards
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KLM Space
On April 22nd 2013 KLM launched a high altitude balloon from the Nevada Desert. People could win a ticket to space by predicting online the altitude and drift at which the balloon would pop.
KLM has always been a pioneer in air travel and they wanted to engage people in their next quest: space-aviation. To compete with bigger airlines we had to find a clever way to generate buzz. So we sent a balloon into space and asked people to predict online where it would pop the 2 weeks leading up to the launch. We created a website that facilitated this pre-launch phase as well as the live launch of the balloon.

On klm.com/space in interactive video took participants on an inspiring space journey visually explaining what the balloon could encounter on its journey and assisted them in making their prediction. We combined high-end graphics, 3D animation and contextual storytelling to create an exciting environment for contestants to predict the balloons’ height and drift.In order to make the online experience equally impressive and engaging for everybody, anywhere at any time, we designed totally separate alternatives of the desktop site for all digital devices - Focusing on the maximum possible user experience and design quality for each device.

Users were given the option to share their participation through their favorite social media networks. The social-sharing allowed contestant to enlarge their claimed space, and with it their chance to win the trip into space. What’s more, users could ask their friends to endorse them, and in return their friends got a head start if they would join the competition. This created a viral effect of 218%, because every share delivered at least 2 additional visitors.

During the two week pre-launch phase in which users could submit their predictions, over 125.000 contestants from 178 countries entered the competition. . Of the website-visitors 1/5th participated and the average time on site exceeded the exceptional duration of 6 minutes per visitor.

On April 22nd we launched the special high altitude balloon from the Nevada Desert, The balloon’s 4 cameras and 2 GPS-trackers and a radio transmitter streamed live data to our website and compared its location to the predictions. People could visit klm.com/space to follow the journey of the balloon live on all digital devices.
After a few hours the balloon popped and it was Pedro who made the best prediction. He will be the first Brazilian native who earned his way into space.
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