The six-week promotion features an online snowball-fight game and ticket giveaway, which aim to drive bookings for leisure breaks to Scandinavia.
The game, featured on the campaign microsite (www.sas winterfun.com) went live in December and runs throughout January. It is being supported by a web, press and radio campaign to drive traffic to the site.
The game allows players in the UK and Ireland to challenge each other to a battle in which they can knock out stereotypical Scandinavian characters, such as Vikings and reindeers. The winners will progress to higher levels, with high-scorers winning tickets to Scandinavia or Finland. It was created by digital agency Liquid Communications.
Lars-Ove Filipson, SAS general manager for UK and Ireland, said: "As the national carrier for Scandinavia, we wanted to show the range of activities everyone can enjoy. This online promotion reflects the fun attitude of Scandinavians, while highlighting the activities on offer."
Liquid Communications' Olly Raeburn said: "We aimed for a fun, creative solution for SAS with this interactive, addictive game. We are sure it will capture the imagination of players and educate them about Scandinavian destinations, which should encourage flight bookings."
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