You visit a popular Asian restaurant in Sweden, check in with Air China on Facebook, and instantly become part of a live leaderboard. The more you check in, the higher you climb. Each week, the top check-in users earn two complimentary tickets to Asia.
Air China flies not only to China but also throughout Asia. The challenge is how Air China raises Swedish consumers’ awareness about this fact. In response, their ad agency Rodolfo creates a Facebook check-ins campaign.
How the campaign works in the real world
A select number of popular Asian restaurants in Sweden are transformed into ambassadors for Air China. At the restaurants, guests are encouraged to check in with Air China on Facebook.
What makes it competitive and shareable
The check-ins are aggregated on the Air China Facebook page, and a complete leader board of the highest number of check-ins and the most popular restaurants is displayed. Each week, the users with the highest number of check-ins are awarded two complimentary tickets to Asia.
Why this format fits airline awareness
The activation connects everyday behaviour to a clear brand message. It makes “Asia access” feel immediate, social, and measurable, without needing a hard sell in the moment.
A few fast answers before you act
What is the core idea of this campaign?
Turn physical venues into social triggers. Restaurants prompt people to check in with Air China, and the accumulated check-ins become the campaign scoreboard.
Why use restaurants as campaign ambassadors?
They are culturally relevant touchpoints for “Asia” in Sweden, with built-in footfall and a natural reason for people to share where they are.
What role does the leaderboard play?
It creates a simple competition loop. People see progress, compare against others, and repeat the behaviour to climb. That repetition drives reach and recall.
What is the incentive design lesson here?
Make the reward perfectly aligned with the promise. Tickets to Asia are a direct reinforcement of Air China’s broader Asian network, not a generic prize.