Malaysia – AirAsia Media, Capital A’s travel media division, has partnered with Universal Pictures to launch the ‘Ride The Skies’ campaign. The regional 360° media campaign is in line with the release of the new live-action ‘How to Train Your Dragon’ film.
The campaign aims to transform the travel experience into an immersive brand engagement for travellers. It has rolled out in Malaysia, Thailand, Singapore, Indonesia, the Philippines, Taiwan, and Vietnam.
Taking over the platform, the campaign is fully integrated across the MOVE app and its digital channels, providing users with a dragon-themed experience. Through it, consumers can access themed promotions like discounts on flights and hotels.
The app’s user interface also features campaign visuals with custom chat stickers, dragon-themed user profiles, and even AirAsia Ride drivers appearing as dragon avatars.
How To Train Your Dragon’s Toothless is also taking flight with AirAsia airlines with in-flight ad placements on overhead lockers and meal tray backs.
Additionally, travellers can purchase exclusive How to Train Your Dragon merchandise on all AirAsia flights. Pre-orders are also available on MOVE Duty-Free for fans.
As part of the campaign, redcap Magazine features a special highlight on the How to Train Your Dragon live-action release. It spotlights actor Gerard Butler, who plays Stoick, along with behind-the-scenes content and cast interviews.
