Mofo - Find Air Mofo

Mofo is Mona's summer festival. Without a headliner to drive awareness and consideration, we had to pull the promotional lever. So... we launched an airline, Air Mofo, and announced we'd give all the seats to one Mainlander. 

Entry was simple: we hid Air Mofo on a google map of Tassie, and the first person to find it won it. We scattered clues to its location in our festival channels. Over 100,000 Mainlanders entered, spending 1.5 million minutes on the Mofo website searching for clues and the plane. None found it faster than Tim, a Pentecostal priest from Wollongong, who filled the plane's 150 seats with his congregation. 

The Air Mofo promo generated $10million in earned media, The Today Show spent 20 prime-time minutes covering the plane's arrival at the festival, and of course all the tickets sold out.