BWI: MRM Worldwide Launches a First of its Kind Mobile Game in India

Press release from Business Wire India
Source: MRM Worldwide
Thursday, September 22, 2011 01:36 PM IST (08:06 AM GMT)
Editors: General: Consumer interest, Sports; Business: Advertising, PR & marketing, Business services, Sports, Telecommunications; Technology
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MRM Worldwide Launches a First of its Kind Mobile Game in India


New Delhi, Delhi, India, Thursday, September 22, 2011 -- (Business Wire India) -- MRM Worldwide India has launched an innovative mobile game, based on interactive mobile technology for their client Lufthansa German Airlines.

The "Lufthansa Park & Fly" game uses the player's phone and giant LED screens to create a real life experience of taxiing the world's largest commercial aircraft into its hangar. Players simply have to dial in from their mobile phones to turn their keypad into a control panel that then manoeuvres the Lufthansa A380. The technology behind this marketing innovation has been developed by the digital team at MRM Worldwide, Delhi.

How the game works:

To play the game you first have to register at the Park & Fly Zones set up at major malls across Delhi, Mumbai and Bengaluru. You then call in from your mobile phone to turn it into a control panel. Players have 2 minutes to collect strategically placed markers and park the giant aircraft into its hangar. At stake are two Business Class tickets from India to the US. Winners will experience the thrill of actually flying in an A380 during the onward journey across the Atlantic from Lufthansa's Frankfurt hub. (can we really promise this if Miami becomes the only US A380 destination soon?)

Look and feel

The game itself has been creatively conceptualised by MRM Worldwide India. It uses high end graphics which are combinations of actual footage, animations, and turning sequences to give players the thrill of manoeuvring the world's largest and most environmentally friendly passenger aircraft in an almost real life environment.

With this innovation MRM Worldwide India continues to not only assert its dominance and innovative streak in the Digital and CRM space , but possibly raises the benchmark for all with respect to brand and consumer engagement.

Commenting on the launch, Mandeep Sharma VP & GM MRM Worldwide India says that the "Lufthansa Park & Fly allows players to experience the thrill of manoeuvring the largest commercial aircraft in the world and is guaranteed to generate tremendous excitement with its blend of fun with technology, the two most important factors influencing today's Indian youth"

Axel Hilgers, Director South Asia, Lufthansa, adds "Lufthansa is known for introducing many firsts in the aviation industry. This first of its kind interactive marketing campaign in India is true to our values of product leadership and customer satisfaction. It adds an element of excitement and customer delight - just like taking a Lufthansa flight."

Launched on September 17, the Lufthansa Park & Fly game travels to Delhi, Mumbai and Bengaluru, and is all set to thrill people across India and expose them to an experience unlike any before.

About Company

MRM Worldwide is a leading global digital advertising agency. As a digital marketing agency, we at MRM believe in creating Customer UtilityT for our clients brands via a smart, fearless and accountable approach.


CONTACT DETAILS
Amol Aggarwal, MRM Worldwide, +91 9810077308, Amol.aggarwal@ap.mccann.com

KEYWORDS
CONSUMER, SPORTS, MARKETING, BUSINESS SERVICES, TELECOMMUNICATIONS, TECHNOLOGY

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