the Scoot-Away

SCOOT Games

 

We believe introducing Scoot-themed parodies of highly popular games will help make the brand viral on social media and mobile platforms. To spread the Scoot brand and incentivise playing these games, we recommend holding timed competitions, where the top 20 highest scores of these proprietary games (in a specific window period) will win free tickets to flight destinations. As gamers and users play these games and vie for the top spots, the Scoot brand becomes more widespread and gains more attention. One such example is Bouncy Scoot, a parody of the famous ‘Flappy Bird’, as seen below:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CBBE Implications

 

Brand Salience

 

Tapping on the addictive nature of the Flappy Bird phenomenon and the incentive of winning tickets by getting high scores, this tactic sees a large user base repeatedly being exposed to the Scoot brand for the long hours that they play this game to obtain the highest scores and free tickets. This helps bring Scoot become a top-of-mind brand, where recall extends beyond the context of budget flights.

 

Brand Imagery & Feelings

 

This tactic accentuates the fun factor of the brand, using parodies of popular culture icons and games. Thus the brand imagery of irreverence and quirkiness, which creates a sense of humour and joy within the community of brand users.