Probably the biggest prize in music festival history.
To promote the Mona Foma summer festival in Tasmania to Mainland Australians, we made the ill-advised decision to give away a Boeing 737 to one person. The entry mechanic was basic - we hid our plane (Air Mofo) on a satellite map of Tassie, and told people the 'first person to find it, wins it'.
To speed things up we scattered clues to our purple party plane's location in all our festival channels.
Tim, a Pentecostal priest from Wollongong found it the fastest, who filled the plane's 150 seats with his congregation. We made them all wear 'I'm sleeping with Tim' t-shirts.
Tourism Tasmania are pretty happy with us.
Over 100,000 Mainlanders entered, spending over 1.5 million minutes on the Mofo website searching for the plane.
The Air Mofo promo generated $5million in earned media. The Today Show spent 20 minutes covering the plane's arrival.
Tasmanian Tourism Awards - Gold, Destination Marketing
Australian Tourism Awards - Bronze, Destination Marketing
Diemen Awards - Grand Diemen, Advertising
Diemen Awards - 5 x Gold, Social/Integrated/Website/digital/outdoor